What does clean eating mean?
Dr Shelley Balanko from the Hartman Group launched day three explaining that for the majority of consumers, ‘clean’ eating is about eating food that is “made simply and grown naturally without unnecessary chemicals, processing or cooking stages.” However, it’s not necessarily wise to use the term ‘clean’ in b2c food marketing, she said.
“Our research shows that the downside of the term ‘clean’ in consumer communications is that some people think it’s a bit pretentious and neurotic. There’s also a sentiment that it’s like ‘natural,’ potentially a marketing gimmick, so we would probably recommend against putting it on pack.”