So I was watching the Olympics last night, and a commercial came on for Bud Lite Lime featuring “a splash of 100% natural lime… flavor.” I put in the points of ellipsis because I swear I heard a pause in the announcer’s voice as there was a shift in the visual montage and accompanying background music that happened in just such a way as to deemphasize that this 100% natural to which they refer is ‘natural flavor,’ which according to the FDA definition, could mean a great variety of things (if you need help deciphering what the FDA code means, this is a good explanation of it).
Because this beer product uses only flavoring that meets the FDA definition of ‘natural,’ they are permitted to use ‘100%’ as a modifier. The end result is that “100% natural flavor” is a statement that means less than nothing, because there’s no other information about what it is or where it came from except that it contains something that was somehow derived from something that is natural, probably a lime–but even that we don’t know for sure.
Who comes up with this stuff? Or, for a better question, who actually buys it?