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Clean Label - Not Consumer-Driven? - Digging Deeper
Some Hydrocolleagues have questioned whether the mantra of "Clean Label" is an artificially created topic that is not really consumer-driven. One anecdotal piece of evidence is that few consumers seem to be reading labels in a supermarket. Even fewer are scanning QR codes with apps such as Yuka or Open Food Facts. Yuka claims to have more than 88 million users (www.yuka.io) worldwide. Open Food Facts (www.openfoodfacts.org) does not disclose its membership numbers but claims 8 million scans per month on its app.
Open Food Facts is more open to dialogue with consumers and industry participants than Yuka, which limits engagement to its online portal. Yuka responded once to IMR’s many requests for dialogue. In that response, Yuka’s sole staff epidemiologist cited only studies reporting negative findings on carrageenan, without addressing the body of research supporting its safe use. The response also did not address how dosage and exposure affect the interpretation of those findings.
Open Food Facts, by contrast, welcomes direct communication. It will hold a general forum in Paris on Friday and Saturday, November 13–14. IMR will attend before traveling to FIE in Frankfurt the following week.
Testimonials to the importance of Clean Label abound both at the food producer and hydrocolloid supplier level. Some examples:
Puratos, a multinational user of hydrocolloids in bakery and patisserie has the following definition of clean label on its website (www.puratos.com)
Clean label is not just a trend
The clean label trend is not just a passing fad, but a reflection of consumers' growing demand for transparency, authenticity, and healthier food choices. By embracing clean label principles, food brands can not only meet the needs of their health-conscious consumers but also set themselves apart in a competitive market.
Ingredion, already one of the world's largest suppliers of hydrocolloids, before its acquisition of Tate & Lyle, states:
Ingredion's clean label solutions help brands:
- Lead with trust and transparency: Ingredion defined the global "gold standard" for clean label in 2011 and continues to pioneer the category with innovative, consumer-preferred ingredients
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Deliver authentic, recognizable ingredients: Formulate with functional native starches, multibenefit citrus fibers, multifunctional flours, dietary fibers, plant-based protein, stevia solutions and naturally derived emulsifiers for clean, simple ingredient lists
- Drive business growth and brand value:
- Label appeal: Meet clean label, non-GMO, organic, gluten-free, vegan, kosher and halal claims
- Support consumer trends and claims: Align with growing demand for natural, fewer ingredients and cleaner labels that drive purchase intent.
Ingredion dedicates an entire section of its website to clean label issues HERE.
We could provide dozens of similar examples of ingredient suppliers and food processors pursuing the clean label mantra. All the while, agreeing that there is no clear definition of what constitutes a "Clean Label". Some hydrocolloids are deemed more clean label than others, but in our opinion, none pose a safety issue, especially at the low use levels needed in final formulations.
In our opinion, the clean-label trend is real, whether consumers are visibly checking labels in a grocery store or not. This does not mean we agree with the "Clean Label" bandwagon. Unfortunately, some efforts to comply with consumer demands, whether warranted or not, result in "Cleaning by Camouflage."
A better alternative to addressing consumer concerns would be to rebuild trust in regulatory institutions. JECFA, EFSA, IFT, etc. all have highly qualified evaluators of safety. Consumers could also do with a better understanding of ingredients and additives. How many consumers would avoid purchasing a food with a chemical like "Hydrogen Dioxide"?
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