Culinology - June 2020 - 11

CLEAN
LABEL

3.0

The product attributes consumers
seek are changing
ast and future trends are colliding as
consumers continue to seek food and
beverage products that make them feel
healthier and safer. Health is a cornerstone
of the clean label trend, but safety is
rising in importance as concern about the
environment and the coronavirus (COVID-19)
has grown.
The perception of safety always has been
a component of clean label but originally
manifested in a lack of consumer trust in
ingredients perceived as artificial. Now, as
the clean label trend has evolved, consumer
concern about safety is apparent in demand
for products featuring environmentally friendly
attributes and an assurance of personal
health and safety.
Webb Girard, director of technology for
Culinex, Seattle, said most consumers
still see clean label as a simple ingredient
statement that is clear and easy to read.
"They do not want to go to the freezer and
have it full of artificial ingredients," he said.
"They want natural flavorings even though
natural flavorings aren't necessarily clean.
"But their expectations are reasonable.
If they buy a bag of potato chips that are
organic and a chili lime flavor, the expectation
is not for limes to be squeezed on the
processing line."
Clean label has gone through a long
evolution, according to Rachel Cheatham,
PhD, founder and chief executive officer of
the Foodscape Group, Chicago.
"We've already gone through the stage of
wanting shorter ingredient statements and

P

seeing kitchen cupboard level ingredients
on labels," she said. "What's next? In the
COVID-19 normal, I think there is going to be
a bit of a fork in the road. Brands that have a
clear premium position based on where they
have been in the market to date, I feel like
they will be the ones that will become super
premium and try to become extra clean."
Dr. Cheatham used natural flavors as
an example.
"In the early stages of clean label everyone
rallied around getting rid of artificial flavors,"
she said. "Now there are more consumers
who are health minded and they are starting
to question natural flavors. They don't think
it's bad but wonder if it's necessary.
"I could see a super-premium brand
forging ahead to eliminate natural flavor.
Something like a fruit extract could be used
as a replacement."

by Keith Nunes
knunes@sosland.com

Evolving attributes
The "extra clean" mindset also may
manifest in sustainability claims.
"We have a client looking at regenerative
ingredients, which involves measuring carbon
replenishment in the soil," Mr. Girard said. "The
supply chain is not there yet, but companies
like General Mills are getting into it."
This past January, General Mills, Inc.,
Minneapolis, announced a collaboration
with two dozen central Kansas winter wheat
producers for a holistic farming pilot program.
General Mills has been driving awareness
of regenerative agriculture with consumers
through its brands.
JUNE 2020 | Culinology |

11
Culinology - June 2020

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