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Whole Foods Launches 'Premium Body Care' Standard

AUSTIN, Texas -- In response to growing consumer interest in, and confusion about, natural personal care products, Whole Foods Market said it has developed a new Premium Body Care standard and labeling seal of approval, which it claimed is "setting a new industry benchmark."

Whole Foods said the new standard raises the bar for defining quality natural personal care, and helps consumers decipher which body care products in its Whole Body departments contain the most natural and highest quality ingredients.

"Personal care products are not regulated like food in this country, so there are currently no consistent standards for them laid forth by any governing body," said Jeremiah McElwee, senior global Whole Body coordinator, in a statement. "Customers have been bombarded with brands and products claiming to be 'natural,' which can be confusing. Our goal is to provide an alternative approach for our customers, so they know that when they see the Premium Body Care seal they are getting safer, higher quality personal care products."

Whole Foods said the new seal can be found on nearly 1,200 products that meet the Premium Body Care standards; such as not containing ingredients such as parabens, polypropylene and polyethylene glycols, sodium lauryl, and laureth sulfates.

A variety of products found in Whole Body at Whole Foods already meet the Premium Body Care standard and will now include the new seal on its packaging.
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