Rosemary Hignett, the Head of Food Labelling and Standards at the [Food Standards Agency], said: “We know that consumers often place particular value on terms like fresh, pure and natural when buying food.
“They rightly expect foods labelled with these terms to be different in some way from products that don’t carry these descriptions.
“For instance, they don’t expect items labelled ‘fresh’ to have a four-week shelf life, they don’t expect items labelled as pure to have added ingredients and they don’t expect products with ingredients described as natural to have used artificial preservatives and additives.” [BBC]
No fixed plans. Not intent upon arriving.