Consumer concerns about the perceived health risks of synthetic ingredients have propelled the clean label movement from a trend to an expectation. Products identified as natural, organic and environmentally friendly are believed to be healthier, safer and contribute to one’s overall wellbeing, according to Packaged Facts’ 2018 report “Organic and Clean Label Food Consumer in the U.S.” Brands are responding by formulating, or reformulating, with natural sources and using “free from” claims to position products as better-for-you.

Read the full article in Food and Beverage Insider.