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Friday, 16 February 2018

The curious case of clean labels


Eating healthy, eating natural is becoming the mantra for many forcing manufacturers to clean up their products. But the definition of clean label is much broader than just being a ‘no-fat’, ‘no- sugar’ packet. The moniker is more about cleaning up the whole farm to fork journey of every ingredient.
By Debarati Das 
Almost every packaged food today is being packed with the ‘Clean Label’ formula. Many would say that this is the only way for packaged food and beverage brands to remain relevant amidst thousands of new products being launched each year.
But somehow, the term clean label is also changing with the broadening of consumers understanding of healthy food. Over the last few years, clean label caught customers attention and changed the buying decision with being ‘all natural’, ‘no preservatives’, ‘non-GMO’, ‘no artificial flavours and colouring’, ‘baked not fried’, ‘zero trans-fat, ‘ sugar-free’ etc.

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