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 well-being, 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.

The benefits of using natural colors and flavors sometimes go beyond their primary function. Many of these natural enhancers have inherent health benefits like powerful antioxidants, relaxation support and anti-inflammatory properties. However, realities lke cost and shelf life need to be considered while also meeting consumer expectations for hat a product should look or taste like when using these ingredients.

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