From clean label to clear label
From organic to natural to additive-free, clean label claims have proliferated in recent years.
"Some of these claims have been so overused that they are beginning to lose some of their potency," said director of innovation at Innova Market Insights, Lu Ann Williams.
Instead, she predicts the rise of more transparent and simpler claims on product packaging.
Innova trends 2015 1. From clean label to clear label 2. Convenience for foodies 3. Reaching Millennials 4. Snacks rise to the occasion 5. Good fats, good carbs 6. More in store for protein 7. New routes for fruit 8. A fresh look at frozen 9. Private label powers on 10. Rich, chewy and crunchy