(Dow Jones) -- Now you see them. Now you don't. Food products labeled as "natural" are starting to disappear.
"Natural" Goldfish crackers will soon be just Goldfish. "All Natural" Naked juice is going stark Naked. "All Natural" Puffins cereal is turning into plain old Puffins.
A growing number of food and drink companies including PepsiCo Inc. and Campbell Soup Co. are quietly removing these claims from packages amid lawsuits challenging the "naturalness" of everything from potato chips to ice cream to granola bars.
Food labeled "natural" raked in more than $40 billion in U.S. retail sales over the past 12 ...