What is MAHA?
Make America Healthy Again, or MAHA, was founded in Feb 2025 to address the growing health crisis in America. Itcites US life expectancy and a rise in chronic healthconditions as the major drivers.
High-Level Implications of MAHA
- Focus on cleaner label, healthier foods
- Sourcing and product approval will get morescrutiny
- Regenerative ag products will get more support
- More focus on environmental impact of product/packaging
Health and Wellness
Consumers are increasingly seeking clean label products that support holistic well-being, favoring minimally processed ingredients and functional benefits like immunity, gut health, and mental clarity.
Ingredient Transparency
Demand for transparency is pushing brands to disclose sourcing, processing, and additive use, as shoppers scrutinize labels for recognizable, trustworthy components that align with their values.
Personalized Nutrition
Clean label innovation is being shaped by the rise of personalized nutrition, where consumers expect tailored solutions—often tech-enabled—that reflect their unique dietary needs and lifestyle goals.
Puratos Clean(er) Label Fruit Solutions
Designed to meet evolving consumer expectations, our fruit solutions and packaging deliver authentic taste, simplified ingredient lists, and full transparency—without compromising on quality or functionality.
Resources to help you prepare for what’scoming
MAHA Educational Session
Background on MAHA, What changes to expect, and how Puratos can support you
MAHA Customer Support Session
Customized session based on your needs to address MAHA
MAHA Puratos Resources
Miss our MAHA Unpacked series? Rewatch the sessions and discover how Puratos can support you.
Let’s Make America Healthy Again—Together
Puratos is here to support your journey toward healthier, more sustainable baking. Let’s work together to turn your bakery into a beacon of wellness and innovation.
Schedule a 1:1 Session with Our Experts
Let’s explore how we can help you reformulate, differentiate, and grow—sustainably.
