Consumers want to know the composition of their food. Therefore, they pay more attention to the product label. Consumers prefer short, clean and clear labels, with mainly natural ingredients and ingredient names that they know or understand.
Clean label is a widely accepted term that is used in the industry, but for which no regulatory definition exists. It often results in the removal or reduction of some ingredients (e.g. no additives, no preservatives, no artificial colours, no artificial flavours,…).
The common conception is that a clean label product should consist of a short and clear list of ‘known’ ingredients. The public opinion around it is continuously evolving and differs significantly between regions and countries. On top of this, clean label is a moving target. At Puratos we therefore find it more appropriate to opt for the term “clean(er) label” as it shows it is not an end state but an ongoing process.
At Puratos, we have expertise in ingredients for bakery, patisserie and chocolate. We are often able to help create shorter and clearer ingredient lists for a finished product, as we master the interactions between all ingredients. Take a filled muffin for example. We offer all the products’ ingredients: the mix to bake it, but also the filling and decoration. By looking for synergies between the different components we guarantee that we can reduce the total number of ingredients that are mentioned on the label.
Cleaner where possible
Puratos has a huge heritage of products that have been successful for decades already. Like S500, that is known as the best bread improver. For these products we offer our standard range, and clean(er) label alternatives. Every new product however is by definition being formulated in such way that it is as clean as possible right from the start.