Clean Label Consumer Insights

Mike Beavan, the Watson Clean Label Expert

There is really no firm definition of what clean label is. Generally when consumers say they want clean label products they are looking for products with ingredient statements that are short and simple. They are looking for words that are familiar to them and that they associate with ingredients they would find in their own kitchens. Sometimes advertisements for clean label products illustrate that an ingredient statement should be so simple that a young child can read it easily.

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