5 Jul 2024
In today’s health-conscious world, consumers increasingly seek food products that align with their well-being. Hence the concept of clean label - a term that resonates with those who want simplicity, transparency, and wholesome ingredients in their food choices. But what exactly does clean label mean, and why should it matter to both consumers and food brands?
There is no legal definition of clean(er) label. Clean label is often used to describe foods that do not contain ingredients that are perceived as artificial and that are not easily understood by regular consumers. The essence lies in using minimal ingredients - ones that are recognizable and wholesome. This means that the concept is more than just an ingredient list. It’s a commitment to providing clean(er) food solutions with clear and transparent information to help consumers make informed food choices. Food additives are substances that are added to foods primarily for technical purposes. Food manufacturers are required to indicate which additives are present in their products. They are added to ensure that processed foods remain safe and fresh throughout their journey from factories and industrial kitchens, to warehouses and stores, and finally to consumers.
Additives are also used to modify the sensory properties of foods, including taste, aroma, texture and appearance.
Clean-label products prioritize simplicity and transparency. Therefore, consumers attracted to these products seek short, easy-to-understand ingredient lists featuring familiar items they can find in their own kitchen cupboards. Think about fruits, flours, honey, natural vanilla extract and other natural flavorings, such as citrus zest and spices.
There is a general trend to avoid all e-numbers as they sound too abstract for most consumers. For example, a cake that has calcium phosphate (E341i) and sodium diphosphate (E450) in the ingredient list will probably not attract consumers’ attention. However, all three ingredients are part of baking powder, an ingredient that is found in every kitchen and used in cake batter to make it lighter. Consumers will perceive a cake that simply lists "baking powder" in the ingredient list as a clean-label cake.
Remember, the clean label concept is not just a trend—it’s a commitment to better, more transparent food choices. Consumers appreciate it, and your food brand thrives by embracing it.
What drives consumers to clean-label foods?
Embracing clean label principles in food production not only benefits your consumers but also sets your food brand apart in a competitive market.
Food brands can meet the expectations of consumers for clean-label products by following several key strategies:
The clean label trend is not just a passing fad, but a reflection of consumers' growing demand for transparency, authenticity, and healthier food choices. By embracing clean label principles, food brands can not only meet the needs of their health-conscious consumers but also set themselves apart in a competitive market.
Puratos, a global supplier known for its innovative solutions in the bakery, patisserie, and chocolate sectors offers, among its wide offer, full clean label solutions (no additive) such as single origins chocolate, real chocolate that does not contain lecithin and several bread improvers which allows the production of bread with consistent quality and exceptional taste and texture. In addition, an extended range of Puratos ingredients abides by consumers' clean(er) label expectations. These solutions empower bakers, patissiers, and chocolatiers to create clean(er) label products that align with consumer demand for natural, wholesome, and transparent food items.