27 Jan 2026
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.
In bakery and sweet goods, this is especially important: consumers expect products to stay soft, fresh, and consistent, often with extended shelf life. Clean(er) Label is therefore not always about removing all additives, but about making smart formulation choices without compromising on quality.
What types of additives are common and how are they used?
- Baking powders: increase volume and improve the shape of finished goods.
- Emulsifiers: stabilize batters, improve softness, and slow staling.
- Modified starches & hydrocolloids: control viscosity, support inclusions, and create moist textures.
- Humectants: reduce water activity to limit spoilage and extend freshness.
- Preservatives: prevent microbial growth and protect shelf life.
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, but a commitment to better, more transparent food choices. Consumers appreciate it, and your food brand thrives by embracing it.
Beyond readability, ingredient quality is a key driver. According to our Taste Tomorrow research, around 25% of consumers actively prefer products with natural ingredients or a clean ingredient list.
When choosing healthier baked goods, consumers consistently prioritize 3 elements: natural ingredients, support for gut health, and balanced energy or nutritional value. This shows that clean labels are increasingly tied to broader health expectations and not just simplicity.
- Health and well-being: Consumers are increasingly health-conscious. They want to know what they’re putting into their bodies. Clean-label products, with recognizable ingredients, align with their desire for healthier choices.
- Taste and authenticity: Consumers associate natural, wholesome ingredients with authentic taste.
- Transparency: Clean labels provide transparency. Consumers appreciate knowing exactly what’s in their food and they want easy-to-read packaging. Brands that prioritize clean labels build trust with their audience.
When it comes to packaging, people are most interested in what’s inside and how it affects their health. The top 3 things they look for are:
- the ingredients used in the product (41%);
- any regulated nutrition warning labels (36%);
- whether preservatives are present (27%).
Food brands can meet the expectations of consumers for clean-label products by following several key strategies:
1. Be transparent in ingredient lists and labeling:
- Clear Ingredient Lists: Use simple, recognizable terms in ingredient lists.
- Full Disclosure: Provide information on the additive's role in the final products. Which ones are preservatives, and which ones are colors.
- Certifications: Display relevant certifications, such as organic, non-GMO, fair trade, and gluten-free, to build trust and credibility.
- Clear Information On-pack: Design packaging that clearly conveys clean label attributes and benefits.
2. Focus on natural and minimally processed ingredients:
- Natural Sources: Prioritize ingredients that are naturally sourced and minimally processed. Examples include whole grains, natural sweeteners, and fresh fruits.
- Avoid Artificial Flavors: Eliminate artificial flavors and replace them with natural ones.
- Clean Label Alternatives: Explore natural alternatives for common additives, use beet juice for red color and rosemary extract as a preservative for example.
3. Be innovative in product development:
- Reformulation: Revise existing product formulations to remove or replace additives while maintaining taste and quality.
- New Product Lines: Develop new product lines specifically designed to meet clean label standards, targeting health-conscious and environmentally aware consumers.
4. Engage and educate consumers:
- Educational Content: Provide informative content on packaging, websites, and social media about the benefits of clean-label ingredients and practices, as well as the purpose and nature of additives inside.
- Transparency in Communication: Be open about steps taken to ensure product quality and safety. Share stories about ingredient sourcing and production methods.
- Customer Feedback: Actively seek and respond to customer feedback to continuously improve products and meet consumer expectations.
5. Collaborations and partnerships:
- Work with Experts: Collaborate with food scientists and sustainability experts to ensure products meet consumers’ clean label expectations.
- Trusted Suppliers: Partner with suppliers who are also committed to clean label practices to maintain ingredient integrity.
Go beyond the trend with Puratos
The Clean Label wave 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.
