Definition of Clean Label
The term “clean label” is not defined by scientific research or government regulations. It can be characterized as a phrase used by customers that is widely recognized by consumers, regulatory bodies, and the food business. 2
Making a product with natural ingredients that people know and perceive as healthful and free of artificial or synthetic elements is the essence of clean labelling. Without using any scientific jargon, the clean label movement aids consumers in understanding the product they are bringing home.
The goal of the clean label marketing approach is to instil trust in customers. Customers may have believed that the food sector poses a risk of poisoning and that every opportunity is taken to conduct business at the expense of people, society, and the environment during the past few decades. In order to return to traditional foods that bring back memories of “Grandma’s cooking,” the clean-label concept must be applied to food. This involves clearing the label of additives, particularly those that are viewed as unnatural and chemical. 1
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