What’s the bottom line for brands? Felgate says in a world where the concept and understanding of “clean label” is relatively niche, brands must ensure they don’t neglect the mainstream consumers. “Calling out facets such as ‘natural’ or ‘free of artificial ingredients’ is all well and good, but it won’t sell the product by itself,” says Felgate.
“Attributes such as taste and convenience remain key,” she concludes. “If consumers cannot be reassured about the taste than they won’t buy a product however many clean claims it makes. Similarly, in today’s time-poor society, if a product isn’t sold in a convenient format that makes the usage of preparation as easy as possible it may struggle to succeed, even if it is GMO-free.”
I’d’ve thought it simply meant the label wasn’t dirty or smudged! Next guess would’ve been that it was easy to read & unambiguous. In no way would I have thought it had to do with the actual contents being any different. Why call it “clean” LABELING, when, if there’s anything about it that could be said to be “clean”, it should be “clean” CONTENTS? “Clean labeling” suggests there are different ways of stating the same contents that can make them appear “clean” or “dirty”.