What is the difference between a ‘plant based’, ‘vegan’ or ‘natural’ claim?

Changing consumer preferences have led to an increase in businesses making “plant-based”, “natural” and “vegan” claims on food and beverage products. While many businesses may assume that ‘vegan’ and ‘plant based’ claims are synonymous, there are factors that may cause consumers to perceive them differently, which will in turn impact the compliance requirements for the food business. This article examines the similarities and differences between these three claims, scenarios where one claim might be more appropriate than the others, and issues businesses should consider to reduce their risk.