Clean label
Clean labelling is increasingly becoming the norm. Consumers want to know what they are putting into their bodies. Synthetic preservatives are being replaced by "natural" alternatives. This naturally also looks good on the label or packaging. But misleading techniques and claims are still used far too often. Read all about it in our whitepaper!
Pascal Brysse
Clean labels or misleading claims?
Clean labels
Sustainability is a hot topic. Consumers want more clarity about the ingredients they consume, which is prompting food companies, ingredient suppliers and retailers alike to look for natural alternatives to synthetic preservatives, such as antioxidant, antimicrobial and antifungal ingredients. After all, these "natural" ingredients look very good on the label or packaging.
With "clean labelling", it's all about labels:
- with a simplified ingredient list containing only "natural" ingredients;
- without chemical-sounding or artificial ingredients, such as the well-known additives with their E-numbers, which point to extra processing of the products.
Misleading claims and labels
With clean labelling, however, a number of points need to be considered. For instance, the "pure" label is often used as a sales argument to make a product appear "healthier". It is also common for optional information, such as confusing, unregulated claims, to push the mandatory consumer information into the background.
In addition, misleading claims are also often used, such as:
- "without artificial colours"
- "natural", "pure" or "100%"
- "artisanal" and "handmade"
Clean & clear label
To avoid misleading consumers, the aim is therefore to achieve both a clean and a clear label, in which the legally required information must remain the main source of information for the consumer.
Want to know more about clean and clear labelling?
Download the whitepaper for free!
