Clean Label

Bascos; Correa; Culpa

Consumers:

natural, organic,
and/or free from
additives/preservatives

Manufacturers:

Generally accepted by
consumers: short, simple,
minimally-processed
Not include chemical names
or e-numbers

Ingredion, 2016. The Clean Label Guide to Europe. Retrieved from http://www.alimentatec.com/wpcontent/uploads/2014/10/The-Clean-Label-Guide-To-Europe.pdf

Do people care whats on their food?

Lifestyle shift

People now more

concerned than
ever with health
and wellbeing
Food scandals focus
attention on overall
quality of food
More attention to
food packaging and
ingredients

How much do
they care?

Understanding local
food culture

Ingredion, 2016. The Clean Label Guide to Europe. Retrieved from http://www.alimentatec.com/wpcontent/uploads/2014/10/The-Clean-Label-Guide-To-Europe.pdf

Picture yourself as a food manufacturer

CLEAN LABEL:
Simple
Natural
Easily-understood

Can replacing ingredient improve sales?

Clean label or clean label positioning

= market qualifier for success

Ingredient list as 2nd most important factor, after price

Consumers scrutinize front and back of package

Clean label claims

Front of the pack as communication opportunity

No artificial ingredients, Natural, Organic

Highest switching power than other FoP statements

High consumer appeal

Claims should be supplemented by information on

the back

Ingredion, 2016. The Clean Label Guide to Europe. Retrieved from http://www.alimentatec.com/wpcontent/uploads/2014/10/The-Clean-Label-Guide-To-Europe.pdf

Why? Why? Why?

Consumers are looking for transparency and clarity.

Want to understand what they are eating

Receive confirmation that their choices are good

Using few ingredients as possible and those they can

understand increases product appeal.

Recognizable and acceptable ingredients are critical

Recognition does not mean ingredient has positive image

(e.g. monosodium glutamate or MSG and locust bean gum)
Market differences affects ingredient recognition and
acceptance
Key word: acceptability

Ingredion, 2016. The Clean Label Guide to Europe. Retrieved from http://www.alimentatec.com/wpcontent/uploads/2014/10/The-Clean-Label-Guide-To-Europe.pdf

Ingredients for Clean Label

Clean Label Ingredients: Challenges

#1 Functionality

Does the clean ingredient function the same as the

ingredient it is replacing?

Beware of variability in clean,natural ingredients

#2 Cost

Cost creeps into the juggling act in many ways

Premium for clean ingredients

Additional testing costs

Potential certification costs for clean ingredients

#3 Availability

Many clean ingredients in nascent or early stage of

product life cycle

certified
ingredients
can Retrieved
limit supply
Todd, C.,Buying
2016. Challenges
Sourcing Clean
Label Ingredients.
from
http://ncift.org/ppt/2.Challenges-Sourcing-Clean-Label-Ingredients.pptx

Clean Label Ingredients: Challenges

#4 Consumer friendly label claims & certifications
Which

claims are meaningful to your consumer?

What are the implications of the label claim?
Caution needs to be used when making label claims

#5 Food Safety concerns

Will

the clean label ingredient provide the same level of food

safety as the current ingredient?

#6 Traceability
Can

be very difficult depending on the number of ingredients

in your product and the level of processing required for each
ingredient
Requires ongoing monitoring
Todd, C., 2016. Challenges Sourcing Clean Label Ingredients. Retrieved from
http://ncift.org/ppt/2.Challenges-Sourcing-Clean-Label-Ingredients.pptx

Clean Label Initiative:

Infographic

CUSD Nutrition, 2015. Clean Label Initiative: Infographic. Retrieved from

https://cusdnutrition.wordpress.com/2015/12/08/clean-label-initiative-infographic/