What does Clean(er) label mean?
Helping consumers make informed food choices, together
"9 out of 10 consumers read packaging information .” – Taste Tomorrow
Similar to other mega-trends, consumers decide on their own definitions of what it means to eat “clean”. While the concept of “clean” is broad, consumers generally define “clean eating” as a diet that prioritizes food with natural and/or organic ingredients, without additives, including minimal processing, while being environmentally friendly.
Are additives necessary in food and how is their safety ensured?
Additives ensure the safety of processed foods throughout their journeys from factories and industrial kitchens, to warehouses and stores, and finally, to consumers. They are also used to modify the sensory properties of foods such as taste, aroma, texture and appearance. Several governmental organizations and regulatory bodies (cfr. EFSA, FDA) regulate, monitor and review food additives for potential harmful effects on human health before they are approved for use.
Addressing the Clean(er) Label trend
Puratos’s ambition is to create clean(er) label solutions without compromising on safety, functionality, taste, or texture. Thus, we follow the philosophy that every ingredient has its reason to be. Therefore, we support you at every step of the Clean(er) label journey in bakery, patisserie and chocolate, by reducing the ingredient list and promoting products of natural origin where possible.
Our definition of ‘Clean(er) label’:
- Clean(er) label products – products that have no artificial colors and flavors but only natural colors and flavors, and have eliminated one or more additives to differentiate from the average product in their food category.
- Clean label product – products that do not contain any artificial flavors and colors and no additives or ingredients that are perceived as artificial.
Puratos Clean(er) label ambition goes beyond the ingredient list. Apart from the label, it is a commitment to providing clean(er) food solutions with clear and transparent information, helping consumers make informed food choices.
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Clean Label Recipes
Black Forest Health & Well Being
This black forest cake is a healthy twist on a classic dessert.
Buttery French Brioche Fat-Reduced
Looking for a healthier and more sustainable twist on classic French brioche? Our buttery fat-reduced recipe has been proven to have a significantly lower environmental impact than traditional brioche, reducing its impact by up to 9%.
Health & Wellbeing Brownie
Looking for a way to create brownies with a clean label? Puratos can help you create delicious brownies with clear and simple labels.
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Consumer Insights
According to Taste Tomorrow’s consumer research, 71% of consumers would buy more from bakeries using only natural ingredients. This number has significantly grown since 2022.[1]
As for packed items, 9 out of 10 consumers read packaging information:
- 50% look at ingredients,
- 28% check the source/origin of the product or ingredient,
- 27% check for additives, such as preservatives, artificial flavors and colors.
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With consumers worldwide getting more conscious about their health, bakers have an amazing opportunity to leverage this trend. To get you started, here are 7 tips to help you ride on the Health & Well-Being wave and grow the sales of your bakery.
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Health & Well Being
We wish to play a proactive role in offering more beneficial nutrients on the market. That’s why we integrate nutrition in everything we do.
Targeted nutrition
Discover Puratos' targeted nutrition solutions for personalized dietary needs, promoting health and well-being.
