The Clean Label Promise
We founded Tru Natur because we couldn't find groceries we trusted. Every product that carries our name meets six non-negotiable standards.
Zero MSG
Monosodium glutamate enhances flavour, but it masks the taste of poor-quality ingredients. We use none — ever. Our foods taste good because the ingredients are good.
No Artificial Preservatives
We use short shelf lives, proper packaging, and natural acidity to keep food safe — not chemical preservatives. If it needs BHT or sodium benzoate to survive, we don't stock it.
No Artificial Colours
Tartrazine, Brilliant Blue, Sunset Yellow — these have no place in honest food. Real ingredients have their own colour. We don't mask that.
No Greenwashing
Every "organic" claim is backed by a third-party certification. We provide the certification number, the issuing body, and the certification date. Not just a sticker.
Full Ingredient Transparency
We list every ingredient with its source, classification (whole food vs. additive), and why it's there. Our ingredient pages explain each component in plain language.
The Tru Natur Scorecard
Every product gets a 0–10 score based on its ingredient list. +1 for every whole food ingredient, -1 for every additive. Displayed prominently on every product page.
A Score You Can Trust
Our Clean Label Scorecard gives every product a score from 0 to 10. It's not a marketing claim — it's a formula: whole food ingredients earn points, additives lose them. Find the scorecard on every product page.