Once a point of differentiation, demand for natural and authentic foods mean clean labels are now frequently a prerequisite for sales success. But as food manufacturers work to keep chemical-sounding ingredients out of their products, they must also grapple with issues around food safety, waste, sugar reduction and functionality. With the continued evolution of consumer expectations, we examine the meaning of clean labels to consumers and ask what challenges and opportunities will shape the future of clean labelling.
Lecturer in Consumer Studies, Applied Economics, Marketing and Development
University of Reading
Head of Consumer Science
European Food Information Council (EUFIC)
Technical Research & Development Consultant