In the absence of any industry-wide guidance, ingredient supplier Ingredion (formerly Corn Products International) has developed its own proposed definition to assist its customers in understanding and aligning their product development with this important trend.
The aim is to help manufacturers to develop suitable formulations with appropriate ingredient lists and make front-of-pack claims that appeal to consumers.
The definition is based on three consumer expectations revealed by its research:
- Free from additives: remove or replace food additives
- Simple ingredient listing: choose recognizable ingredients that do not sound chemical or artificial
- Minimally processed: process foods using traditional techniques that are understood by consumers and not perceived as being artificial.
This definition has been developed based on a combination of focus groups, accompanied shopping visits and expert interviews in the U.K., U.S. and Germany. It provides food developers with greater insight into what consumers consider to be appealing and how to meet that demand when formulating or reformulating.
More information can be found at www.cleanlabelinsights.com.