Clean Label: The Push for Transparency and Real Food in the Industry

Clean Label: Real Food and Transparency

Safety and transparency are now at the forefront of consumer priorities. The concept of clean label was first popularized in the 2000s, with people shifting from processed foods into natural ones. As the award winning food writer Michael Pollan famously put:

“If you can’t say it, don't eat it.”

So, what exactly is a clean label? These are foods that are free of unsafe additives/ingredients and vague or misleading terminologies. The concept resonated as the majority of consumers complained that they encounter conflicting information and doubt their food choices. There’s a need for everyday consumers to feel confident about what they’re picking up at the stores.

This movement is fueled by increasing consumer distrust of artificial ingredients, a deeper understanding of nutrition labels, and the influence of social media as a platform for spreading health awareness. In response to this evolving market demand, food brands are strategically adapting, embracing a 'back to basics' approach.

While regulatory bodies set the standards for safety in food, clean label goes beyond and address more on transparency. Currently, there’s no government authorities which regulate “clean labels”, but some certification bodies exist. For example, the nonprofit organization Clean Label Project that’s dedicated to transparency to food and product labeling.

The Clean Label Principles

While there’s no government-mandated definition for clean label yet, we can try to articulate clean label principles by going with consumer expectations. The main concerns associated with clean labelling include health, absence of artificial additives, and environmental responsibility. That means brands should aim to target all those concerns to be hitting the right pain points.

Generally speaking, the principles of clean labels can be summarized as:

• Minimally processed, fewer, and recognizable ingredients. For example, canned tomatoes which only have tomatoes, salt, and water.
• Transparent, sustainable sourcing and labeling. Clear communication on ingredient origins and ethical, environmentally sound production practices.
• Absence of vague terms and artificial ingredients. For example, some processed meat products are labeled as “no added nitrates or nitrites”, leading consumers to believe the product is free of nitrites/nitrates. In fact, some use natural sources of nitrates like celery powder.
• Make the ingredients list easy to find and read. Manufacturers may increase the font size, use contrasting colors, and not hide anything in creases or folds.

How to Identify Clean Label Products

Adopting the clean label lifestyle doesn’t mean you have to ditch the supermarket altogether. It’s more about learning to spot them in the wild, wherever you shop:

• Read the ingredients list. Clean label foods usually have a minimum amount of ingredients that are familiar to you. Some shoppers even adopt the “5-ingredient maximum” rule.
• Understanding certifications and logos. For example the Clean Label Project certification, USDA organic certification, and other certifications and logos that may be applicable to your values. Check their legitimacy by going online and cross-referencing its logos with certifying/governing bodies.
• Recognize claim vs reality. Some may claim to have clean products, but remember that there’s no governing bodies yet, only certifying ones. Manufacturers may use this opportunity to make unsupported claims. When in doubt go back to number 1 (check ingredient list) to confirm their product is what they say it is.
• Lastly, opt for informed skepticism. Some ingredients might not be recognizable to you when it’s merely the use of its scientific name. For example, tocopherol is vitamin E and ascorbic acid is vitamin C, which are common fortifying products. But not to worry, reputable manufacturers usually follow scientific names with their common names in brackets or vice versa, ensuring clarity.

Tripper and Our Commitment

If you’re interested in creating flavorful products with clean label opportunities, there’s no better partner than Tripper. At Tripper, we’re committed to create high quality products, with minimum intermediaries and transparency.

This commitment translates into tangible benefits for our partners:

• Minimal ingredients and processing. Our products are crafted with the fewest possible ingredients and undergo minimal processing, preserving their authentic essence and natural integrity.
• 100% natural and free from artificial additives. We guarantee that our products are entirely natural, with absolutely no artificial ingredients introduced.
• Sustainably-sourced spices. We constantly work with our partner farmers to implement sustainable practices and possess various certifications such as Organic, Rainforest Alliance, and Regenerative Agriculture certifications.
• Single origin and in-house processing. This ensures superior quality control and enables unparalleled levels of traceability throughout our supply chain.
• Enhanced Brand Protection. Partnering with Tripper’s clean label solutions inherently strengthens your brand, fostering greater consumer confidence in your ingredients and finished products.

Final Take: Ready to Switch to Clean Label?

It’s time to make the move. Clean label transcends the definition of a mere trend; it represents a fundamental shift towards empowering consumers with greater insight into their food choices, thereby facilitating healthier dietary habits. It embodies transparency in practice – a standard that should be universally adopted across the industry.

The core of clean label lies in its principles of simplicity, transparency, and natural sourcing. Tripper is proud to lead by example in this transformative movement, offering single-origin, 100% natural products. Embrace the future of food with clean label products and explore Tripper’s offerings. Contact our dedicated team today to discuss your specific needs and discover the ideal clean label solutions for your innovations.

FAQs

What is a clean label?

Clean label is a movement in the food industry that emphasizes the use of fewer, recognizable, and natural ingredients. It mainly focuses on transparency, simplicity, and avoiding artificial ingredients.

What is the Clean Label Project?

The Clean Label Project is a nonprofit that aims to bring transparency to food and product labeling. They bring data for consumers, which raises awareness and holds brands accountable to higher standards when it comes to food ingredients.

What are the principles of a clean label?

The principles of a clean label include: free from unsafe additives/artificial ingredients, simplify formulations, avoid using vague terms to hide ingredients/additives, avoid using misleading labeling or deceptive labeling, and make ingredient labels easy to find and read.

Is a product with a clean label organic?

Although they may overlap, the two are different terminologies. Clean label is focused on transparency and using recognizable ingredients. Organic refers to specific farming and processing practices. A product may be organic without a clean label or the other way around, but most people are now seeking both.

What is the 5 ingredient rule?

This refers to choosing foods with less than 5 ingredients that consist of things you recognize as real food. The rule correlates with the clean label movement which heavily emphasizes the use of fewer, recognizable, and natural ingredients.