The market potential for clean-label foods and beverages is immense and product developers must balance technological issues that arise when creating clean-label products. One such challenge is the use of starches because they affect texture and mouthfeel; however, todays current crop of clean-label starches can reliably replace modified counterparts with very little need for compensatory formulation adjustment. Takeaways include: *Manufacturers are swapping out chemically modified starches for label-friendly alternatives. *Functional native starches continue to evolve as new technologies present new opportunities. *The current crop of clean-label starches can reliably replace their modified counterparts.