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Clean label 1.0 is all about what the label says, but 2.0 will dive deeper into ingredient sourcing and sustainability, said Jeff Hilton, partner, co-founder, BrandHive, in this Healthy INSIDER Podcast recorded at Natural Products Expo West. In this episode, Hilton and Sandy Almendarez, editor in chief, INSIDER, talk about the current landscape for clean label marketing, what the future holds and how brands can be truly transparent.
Clean label 1.0 is all about what the label says, but 2.0 will dive deeper into ingredient sourcing and sustainability, said Jeff Hilton, partner, co-founder, BrandHive, in this Healthy INSIDER Podcast recorded at Natural Products Expo West. In this episode, Hilton and Sandy Almendarez, editor in chief, INSIDER, talk about the current landscape for clean label marketing, what the future holds and how brands can be truly transparent. They discuss:
The terms consumers use (hint: Hilton said he’s never heard a consumer say “clean label”), and how brands can speak their language
Millennials expectations about their products’ sustainability and transparency, and how those differ from Baby Boomers
Top clean label ingredient trends
Read more from Hilton in these related assets:
Learn more about clean label marketing, formulation and ingredients in INSIDER’s sister publication Food Insider Journal.
VP of Content, Informa
• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.
• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.
• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — are what drive industry growth, so that’s where she looks for content opportunities.
Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands Natural Products Insider and Food and Beverage Insider, the education programming for the health and nutrition trade shows SupplySide East and SupplySide West, and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.
In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!
Arizona State University
Co-Founder, Partner and CMO, BrandHive
Jeff Hilton is partner and co-founder of BrandHive, a leading healthy lifestyle branding agency providing high-level strategic planning and branding expertise to consumer packaged goods and value-based ingredient companies around the globe. Jeff has been recognized by Advertising Age as one of the nation's Top 100 Marketers. He brings 35 years of advanced business and marketing insights to his clients, including over 20 years working with leading brands in the dietary supplement, functional food and beverage, and health and beauty categories. Jeff's background also includes leadership positions with Nature's Way and Nutraceutical Corporation as president of their KAL supplement brand.
Hilton has been an invited speaker at healthy lifestyle events worldwide, including Natural Products Expos East and West, Nutracon, NBJ Summit, Fancy Food Show, IFT and Vitafoods. He was also awarded the Personal Service Award from Nutrition Business Journal in recognition of his ongoing efforts to raise the bar for industry including editorial contributions, pro bono work, webinars and speaking engagements.
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