Predicting how consumers perceive the naturalness of snacks: The usefulness of a simple index

• The Food Naturalness Index (FNI) accurately predicts perceived naturalness. Perceived is strongly associated with the Index. FNI proposed as a tool for regulating use of naturalness claims. For many consumers, it important that food products be natural. property food, but in present study, we demonstrate an objectively defined high degree accuracy. A sample 179 participants ranked 28 snacks, ranging from least natural to most Correlations on aggregated and individual levels suggest FNI. industry could therefore predict during product development phase might also promising claims marketing.