If you read any blog or watch the news or basically ready anything about food today, there is definitely a push for clean label items. Everyone wants natural sounding words on a label that they can pronounce but did you know that there is no definition for clean label today that is defined by the FDA? Clean label is very subjective and can mean different things to different manufacturers and consumers.
For a manufacturer, clean label can mean reducing the number of ingredients in an item or it can be removing artificial ingredients or it could be just making a product organic. You’re probably saying wait, hold on! Yes, each of these can totally impact what and how you purchase an item. For example, if an ingredient is removed or replaced with something less complicated to say then the taste or texture of the product might be bad. An example, could be buying sweetened cereal that had sugar previously but now has stevia—it is still sweet but likely won’t taste the same as before. Remember, when a manufacturer makes a formulation or label change, they are doing this to make it seem as similar to what you had been previously consuming so that you still want to buy the same product. Often times, when consumers want something natural and without preservatives, you might get that product but perhaps might not like the taste or texture. For example, think about what strawberries taste like, does that bring back a pleasant memory, do you recognize the taste, and can you feel the texture in your mind? Now, imagine if a strawberry flavored drink used actually strawberry powder versus the current synthetic strawberry powder, my guess is that you would realize a difference very quickly between the two products. This is another area where manufacturers and marketers must keep in mind when introducing a new or altering a product to be clean label.
Other ways that an item can be considered clean label is by labeling something free from or labeling it organic as both are perceived healthier by the consumer. Again, is the consumer aware of the impact of both of these or do they know the buzz words and purchase the product based on that? Other certs that drive a product’s purchase include gluten free, non-GMO, etc. but like organic these are actually governed by a body that certifies products, so that might be looked favorably upon by consumers. Are the buzz words still the key here?
Other words that can appear on products include healthy, raw, natural, wholesome, etc. but none of these are clearly defined by the FDA and so claims from these words are often scrutinized. As a consumer, it does imply that the product is good for me and that I’m at least trying to do the right thing for me and my family but what consumers must consider is how many and what nutrients am I taking in or feeding my family. Am I achieving my balanced diet? That is key.
Finally, clean label can also mean can I see through the packaging to see what I’m getting and can it be recycled or is it environmentally friendly? For me, I like to see what the product looks like and a package that doesn’t have the clear pane to let me see it usually doesn’t get bought. Price, preference, quality are all important but knowing what you are eating is just as important because humans are visual beings too.
To choose wisely, clean label items can meet the above buzz words if that’s your preference or you could simply look at the ingredients and see if it fits your lifestyle.
Disclaimer: this is an opinion post and should not be taken as an endorsement or lack of for any product by me or my employer.
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