Clean label: What works, what doesn’t, where is it headed, and what are the legal vulnerabilities?

By Elizabeth Crawford

- Last updated on GMT

Related tags Clean label

Free FoodNavigator-USA webinar explores where next for clean label
The clean label movement may have started as industry’s response to consumers who wanted foods and beverages made without artificial or “chemical” sounding ingredients, but overtime as brands continued to one-up each other, the concept morphed and metastasized to represent so much more.

The idea of “clean label,”​ which has no set definition, has evolved from meaning free-from artificial colors and flavors, and difficult to pronounce ingredients, to include non-GMO, organic, animal welfare, the use of hormones and antibiotics, sustainability and even companies’ social mission and business ethics.

With so much packed into two small words, it is no wonder that consumers and manufacturers alike are confused about what clean label means let alone how to meet it and where it is headed.

With help from a panel of wide-ranging experts, FoodNavigator-USA will attempt to parse the elusive definition of clean label as well as what is on the horizon for the trend in our free, online forum Where next for Clean Label? on Tuesday May 23​.

During the one-hour question & answer session, which begins at 11:30 Eastern Time, we will hear from Lisa Lefferts​, a senior scientist and the Center for Science in the Public Interest, and Jeff Hilton​, co-founder and chief marketing officer of Brandhive, about what prompted the rise of the clean label movement.

They will explore who really cares about clean label, including key characteristics of consumers who are most influenced by clean label trends, those who aren’t and what claims resonate the most with each set.

They also will pull apart how consumers perceive different elements of the clean label trend and discuss the extent to which brands and retailers are meeting these perceptions. Touch-points will include common free-from claims, farm-to-fork declarations and other production-and processing-related statements.

Case studies

Through a trio of case studies, panelists will share real life examples about exactly what it takes to clean up labeling. George Gavris​, CEO of Good Food Made Simple, Jonathan Davis​, SVP of research and development at La Brea Bakery and Kelly Malley​, who leads Nestle’s clean label work, will share how each company has tackled clean label, including what challenges they faced and how they overcame them, the rewards they reaped and other lessons they have learned along the way.

Finally, to the extent that companies are not meeting consumer perceptions about clean label claims, Allison Condra​, a lawyer at Davis Wright Tremaine, will expose legal vulnerabilities associated with the trend and outline measures companies can take to protect themselves from potential litigation.

To learn more about the forum - which is sponsored by Farbest​, ADM​, Ingredion​, ​and Cargill​ - ​and to register, simply click HERE​. 

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