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Healthy INSIDER Podcast 63: The Next Phase of Clean LabelHealthy INSIDER Podcast 63: The Next Phase of Clean Label

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.

About the Author(s)

Sandy Almendarez

editor in chief, Informa

Sandy Almendarez entered the natural products industry in 2009 when she joined Virgo Publishing (now Informa Exhibitions) as an assistant editor. Since then, she's worked her way up to editor in chief where she writes, edits and manages content for INSIDER. Under Sandy’s direction, INSIDER has won editorial awards from Folio: every year since 2014, including B2B Editorial Team of the Year in 2015.

Jeff Hilton

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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