Johnson & Johnson has spoken out against the prevailing trend for all-natural and organic baby products, according to a report published by Forbes.

In a promotional video for its Johnson’s Baby brand, the company has boldy asserted that ‘being natural is never more important than being safe’ – a brave move given the current consumer fear of all things ‘chemical’.

“While many parents want all-natural products for their baby, natural or organic isn’t always what’s safest for baby,” said David Mays, Senior Director of Global Scientific Engagement at Johnson & Johnson in an email sent to Forbes. “The debate over naturals and chemicals has been oversimplified where many consumers now believe that the more natural something is, the better and safer it is. It’s just not that simple and in fact that oversimplification is doing a great disservice to consumers.”