A Game of Terms: Constructing Naturalness in German Flavour Regulation, 1959–2008

Naturalness is a highly discussed and controversial term. Not only are there several definitions of naturalness, but what is perceived as <i>natural</i> can vary among social groups and individuals. Even though the understanding of the term is not as straightforward as one might assume, it is commonly used. To untangle the various perspectives and understandings of naturalness, this article studies the evolution of the regulations for the labelling of flavourings in food in Germany from 1959 to the early twenty-first century. Analysing three decrees regulating the declaration of natural and non-natural flavours, this article puts forward strategies for reframing non-natural substances and the construction of naturalness.