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/
