We typically see "clean label" as the industry jargon that represents ingredients replacing dirty label ingredients—the stuff from chemistry class, not what’s for dinner. The sodium benzoates. Magnesium stearates. Heck, even sugar, salt and fat. Clean Label 2.0 is an emerging shift in the construct, which adds to that definition of dirty-label replacers. It also means adding positive ingredients like protein or omegas. And it's also about sustainability—organic, non-GMO (genetically engineered organism), ethical production and business practices, reducing waste and packaging. And that's squarely in the wheelhouse of the natural products industry, which is not-so-slowly encroaching on the mainstream food world represented at the Institute of Food Technologists' annual show. But for now—this isn't SupplySide West, you know—the main entrants in the mainstream IFT world remain clean label 1.0. We found 10 companies making mainstream products more palatable for the modern consumer.