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How Clean Label has become the rule

Various jars on a shelf with all sorts of spices

It is a fact that more people are becoming aware of their health. And this results in an increasing number of people who want their food labels clean. By understanding what they are eating, they lay the foundation for a balanced diet and prevent future illnesses and diseases. Manufacturers are responding to this development by simplifying labels and adjusting word choices on their product labels. So, what first started as a Clean Label trend, now has become the Clean Label rule.

From xanthan to flower

We all keep our basic ingredients, such as flour, sugar, butter, pepper, salt, baking powder and spices in the kitchen cabinet. But when it comes to thickeners, stabilizers, emulsifiers, colorants, xanthan, mono- and diglycerides, E1422, propionic acid, sodium benzoate and flavor enhancers, people have no idea what they are or what function they have.

What should Clean Label label look like?

It is no surprise that consumers want to know what is in the product they are buying. Once they know what they are, they are more likely to see a company as trustworthy. But what should a clear and understandable clean label look like?

A Clean Label is…

  • Short, with incomprehensible ingredients reduced to a minimum
  • Simple. Only traditional, natural and authentic ingredients are included
  • Crystal clear. There is nothing to hide. Any E-numbers are rewritten to clear and understandable content.

Would you like to know how you can Clean Label your products? Please contact our specialist Ong Chin Min for more information.