Clean Label

Today’s consumers want simpler ingredient lists, recognizable components, and greater transparency in the foods they buy, according to our Always-On Taste Tomorrow research. That’s why Clean Label has become one of the most important trends shaping bakery, sweet goods, and chocolate. And more than a trend, clean labels have become real purchase drivers.

• 71% of consumers would buy more from bakeries using only natural ingredients

• 50% check ingredient lists

• Many actively look for fewer preservatives, flavors, and colors

“Clean label” does not have one strict definition. In fact, it is not legally defined in the United States. Many bakeries and retailers apply their own interpretation of what is considered “clean,” often through so-called “no-no lists” that reflect evolving consumer expectations.

• natural and/or organic ingredients

• fewer additives

• minimal processing

• transparent, easy-to-understand labeling

• bleached flour

• artificial preservatives

• artificial flavors and colors

• high fructose corn syrup

• partially hydrogenated oils

• titanium dioxide

• trans fat

Across the U.S., awareness around ingredient transparency is growing quickly. State-level discussions and broader health initiatives — such as the Make America Healthy Again (MAHA) movement — are increasing attention on how food is formulated and labeled.

At Puratos, we help manufacturers stay ahead of these changing expectations with solutions that support cleaner labels without compromising quality or functionality. Discover how we are building a healthier future.

Additives ensure the safety of processed foods throughout their journeys from factories and industrial kitchens, to warehouses and stores, and finally, to consumers. They are also used to modify the sensory properties of foods such as taste, aroma, texture and appearance.

Several governmental organizations and regulatory bodies (cfr. EFSA, FDA) regulate, monitor and review food additives for potential harmful effects on human health before they are approved for use.