Exceeding Expectations for Clean Label
Without an overarching legal precedent or official definition from FDA or FTC, "clean label" is a movement transforming industry based solely on perceived consumer preference. Products that fit into the category may have positive additions like the use of natural flavors, colors and preservatives; or be included by the absence of substances such as GMOs (genetically modified organisms) and allergens. In recent years, considerations such as organic and fair trade factor in, as consumers use technology to research deeper levels of brand transparency. Takeaways include: *Reformulating for clean label requires deep knowledge of the constituents of the product matrix. *Product quality, brand transparency and honest marketing can attract clean label customers. *Per FDA, any ingredient used to color a food must be labeled an "artificial" color.