What Does 100% Natural Really Mean and Why Is it Important?

What Does 100% Natural Really Mean and Why Is it Important?

September 13, 2023

What Does 100% Natural Really Mean and Why Is it Important?

At Wholo Foods we use the term "100% Natural" to describe the foods that we make. But what does that actually mean?  Is it just a marketing term we use to make you feel good about the foods you eat, or does it signify something more important? 

There is no universally accepted definition for the term "100% natural" in the food industry and this lack of a definition has led to confusion among consumers and the potential for some food manufactures to use the term loosely.

However, this is what “100% natural” means at Wholo Foods:

✅ Minimal processing

A product labelled as "100% natural" should undergo minimal processing.

✅ No artificial preservatives, additives, flavours, colours or other non-food ingredients.

Food should just be food right? Evidence is building against many food additives that they are harmful – for example for our gut health, which has a flow on effect to many other aspects of our health.  

✅ An ingredient list you recognise and understand.

This flows from the above two points but we believe you should be able to look at our  ingredients list and know exactly what you are eating.  For example a common ingredient used in food manufacturing is "modified tapioca starch". It's considered natural but what exactly is it? Why is it modified, how is it modified and is it good for us? 

✅ No industrialised seed oils

Seed oils are highly inflammatory in the body.  So we use coconut oil in many of our products (Amazeballs, Popcorn, Seeded Crackers) or cold-pressed Avocado Oil in the Vitality Wraps


The Benefits of Choosing 100% Natural Foods

✅ Supports our gut health

As evidence grows that our gut health is negatively affected by common preservatives and additives, removing them from our diets as much as possible will support our gut health rather than harm it. Plus eating more whole foods provides support for our good gut bacteria to promote their growth rather than harmful gut bacteria. 

✅ Natural, minimally processed foods tend to be more nutrient rich and therefore supply our bodies with plenty of vitamins, minerals and other nutrients.

✅ Lower consumption of ultra-processed foods may be linked to a decreased risk of developing cancer.

✅ Eating natural minimally processed foods helps us to feel fuller for longer and lowers our blood sugar response to foods and so may help to control weight and minimise risk of type 2 diabetes. 

✅ Natural foods can decrease generalised inflammation in our bodies.

✅ Minimising additives may be helpful for those with Autism and ADHD.

✅ Common food additives are hormone disruptors potentially leading to hormone imbalances in both males and females. 

This is not a complete list! There are many more health advantages to eating natural minimally processed foods - many nutrition science is only just discovering. 

When you choose foods from Wholo Foods you can trust that they will always meet our definition of 100% natural and will be beneficial to your health not harmful, plus taste delicious – of course!

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