Despite recent victories by industry over “all natural” plaintiffs, the Wall Street Journal is reporting that some food companies are abandoning the “all natural” and similar claims in the face of mounting litigation and lack of clarity from FDA over the definition of “all natural” claims.  As reported in the Wall Street Journal, food and drinks labeled “natural” were responsible for $40 billion in retail sales in 2012.  However, “[o]nly 22.1% of food products and 34% of beverage products launched in the U.S. during the first half of 2013 claimed to be “natural,” down from 30.4% and 45.5%, respectively, in 2009 …. Though many Americans still want natural products, … only 47% view the claims as trustworthy.”