Truth. The American consumer is very sensitive, especially to consistency. If your product changes color, or settles out weird or does anything to shatter the belief that one bottle is exactly like the next one, you've got a big problem.
Case in point - I had a friend who was recently trying to be all organic and stuff (like, crazily) ...
He got mad because he came home with a jar of peanut butter that was organic.. and natural... (and delicious) but he was actually upset because the oil separated... like, actually upset, and wanted to take it back, and did not want to eat it... he thought it was gross...
Yeah... natural is gross and processed is good... 'Murica
Yup. I remember reading about a smoothie like product that had some additive, a known inflammatory, that did nothing but keep it from settling out. It's only purpose was to save the consumer from shaking it before opening the bottle and had some obvious downsides (it also made it look prettier on the shelf). After a/b testing it the consensus was to leave it in.
