The language of selling 'natural' food

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'Authentic', 'home made', 'pure', 'fresh', 'natural'. In the battle to win over customers, how important are words to the food industry? David Jago, Director of Global Insight and Innovation at market intelligence company Mintel, tells the BBC's Manuela Saragosa why some words are more popular than others when it comes to labelling food as 'natural'. Photo: A wheat field, Credit: Mycola/Thinkstock