Clean label today is the expectation, not the exception. Seen as a mark of good quality, one in three global consumers consider natural ingredients to be one of the most important aspects of healthier bakery and snack options.
Artificial or chemical ingredients are the main undesirables, while there is also interest in excluding ingredients that consumers may perceive to be unnecessary.
In addition, consumers are more keenly aware of the ethical and environmental aspects of a product, with ingredients with strong sustainability credentials – for example, RSPO-certified palm oil – ticking the clean label box.
We explore the concept of making use of as few ingredients as possible that consumers recognise as wholesome and natural and the trends associated with clean label, such as free from, organic, whole grain and better-for-you.
 Jaclyn Bowen MPH, MS Executive Director Clean Label Project Jackie is a food safety and quality systems engineer and executive director of the US-based national consumer advocacy organization with the mission to bring truth and transparency to food and consumer product labeling. Through data, science and benchmarking, Clean Label Project uses retail sampling and testing to benchmark product quality and purity of North America's bestselling food and consumer products and award Clean Label Project’s coveted evidence-based Purity Award.  Mike Hughes Head of Research & Insight FMCG Gurus Mike Hughes has over 13 years of experience analyzing consumer trends, attitudes, and behaviors and currently heads up the research and insight division at FMCG Gurus. Mike explores how consumer attitudes and behaviors can often differ.  Renee Leber Technical Services Manager Institute of Food Technologists (IFT) Renee has over 10 years of product development experience. She worked with companies ranging from Jeni’s Splendid Ice Creams, Freshway Foods to US Foods before accepting the role at IFT. Renee leads the IFT Concierge Service, helping teams across the globe find solutions to everyday product development challenges. She meets R&D teams in their time of need and provides ready to access research and resources allowing them to overcoming hurdles in topics like shelf life, reformulation, food quality and safety, and regulatory compliance.  Andy Welch Founder SRSLY Low Carb SRSLY was born in 2019 from very personal circumstances when Andy Welch, a former Ironman triathlete, collapsed out of sheer exhaustion. Realising the impact that food has on both physical and mental health, he turned his love of healthy food into a business. Today, SRSLY Low Carb is one of the leading lights within the UK’s awakening low carb movement, which secured it a coveted NHS Central contract to supply bread, rolls, pizza, readymeals, jams and condiments.  Gill Hyslop Editor BakeryandSnacks Gill Hyslop is Editor of BakeryandSnacks. She has been in the magazine industry for over 30 years, having worked on numerous titles and fields, including food and beverage, jewellery, travel, leisure, IT, government, health and others, on both B2B and consumer titles, in positions from deputy editor, editor, editor-in-chief to publisher. Gill was previously editor of Food Review, the South African monthly food trade journal. She has also worked in the food industry as a chef, having owned her own award-winning restaurants in the Natal Midlands in South Africa; working on charter yachts in the Mediterranean; and as a contract chef in Tavira on the Algarve, before joining William Reed.
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