Clean Label: A Product of Public Awareness
In the past two decades, a concept has emerged in the food industry, driven by public awareness or concerns about the production processes of food products, known as “Clean Label.” It actually refers to products that meet the requirement of being free from “contamination.” However, contamination here does not only refer to microorganisms or toxic chemicals but to the absence of synthetic ingredients in the product. Food products are typically a combination of natural raw materials and additives. Food additives include a wide range of compounds such as colors, flavorings, preservatives, and others. Among these additives, synthetic compounds may either be similar to natural substances or entirely synthetic, such as synthetic colors.
What Defines a Clean Label Product?
There is no universally defined, legal, or international standard for a clean label product. Various groups provide their own specific definition of a clean label product. According to the Institute of Food Technologists (IFT), a clean label product is one that contains a minimal number of ingredients and is considered healthy by consumers. In the strictest sense, a product is clean label if it is as close to its natural form as possible. For example, a cream made from fresh milk, where the milk comes from cows fed organic farm feed, and the cream is pasteurized without any additives and packaged in a way that minimizes packaging migration, would be considered a clean label product. Some groups define clean label as the removal of synthetic chemicals, toxins, and pesticides. International companies, such as Clean Food Certified, have developed their own standards for certifying manufacturers. These standards outline various additives, thermal processes, allergen compounds, the source of agricultural and animal-based ingredients, and the preservation of nutritional value.
Perspectives on Clean Label Products
The most common perspective on clean label products is the absence of synthetic ingredients in food products. However, consumers also expect the product to be free from heavy metals, toxins, pesticides, genetically modified organisms (GMOs), allergens, and even non-halal meat. Additionally, consumer sensitivity to certain ingredients can be a determining factor. For instance, during a conversation with a colleague in Germany, I learned that even substances like xanthan gum, a product of natural bacteria, are considered undesirable by some consumers. Similarly, there are concerns about carrageenan, a natural additive derived from seaweed, being perceived as carcinogenic. These viewpoints have made defining the boundaries of clean label a challenge.
In Iran, the term “organic” has become a local and common adaptation of clean label. An organic product, if it is agricultural or horticultural, must be produced in soil that has been analyzed and certified.
Clean Label Certification and the Transformation of Ingredients
As clean label is a growing global trend, some companies, looking towards the future, are seeking clean label certification for their products to attract target consumers. However, challenges exist in this process, particularly in reformulating products by removing chemicals and replacing them with all-natural ingredients. For example, chemically modified starches are commonly used in many food formulations, such as dairy products, sauces, meat products, and beverages. However, replacing these starches is challenging due to their excellent performance and cost-effectiveness. Companies like Ingredion have begun extensive research and development to physically modify starches with the aim of replacing chemically modified starches.
