Trends in the beverage category are being influenced by a desire for healthier products made with ingredients consumers can pronounce. In the lab, beverage formulators are tasked with formulating, and reformulating, beverages to meet the clean-label trend with sweeteners, colors and flavors being their top-three considerations. Takeaways include: *What clean label means to consumers, and how they use it to judge a beverage's quality and healthiness. *The challenges and solutions around creating clean-label beverages and the truth about consumers buying habits. *How industry is paying attention to the trend toward "cleaner" beverages