IBIE - 2019 Special Edition & Show Preview - 87

CLEAN LABEL

CLEAN LABEL
As consumers become more ingredient-conscious, the industry rises to meet their demands.
by Donna Berry

While it has always been difficult to pin down just what
consumers mean when they ask for clean label, it seems
lately the definition has undergone another evolution.
Consumers want not only recognizable ingredients but
also sustainable and value-added ingredients too.
"Sustainable nutrition is running up against clean
label," said Rachel Cheatham, founder and CEO of
Foodscape Group, LLC, Chicago, during a presentation at the Institute of Food Technologists' (IFT) annual
expo, held June 2-5 in New Orleans.
The concept of clean label varies by product category
and targeted consumer. What's clean to one may not be
clean to another. "But don't let that deter you," she said.
"Just because there is not one definition doesn't mean
there aren't anchor points you can strategize against.
Consider sustainability in the equation. That may be
where you can push the envelope in this whole conversation around what is clean, clean eating and clean label."
Still, "real" is big in the baked goods sector, according to the "Power of Bakery 2019" study conducted by
the American Bakers Association (ABA) with the Food
Marketing Institute (FMI) and sponsored by Corbion.
"Top better-for-me strategies are the use of real ingredients such as cheese, chocolate, milk and eggs as well as
avoiding artificial colors and flavors," said Anne-Marie
Roerink, president, 210 Analytics, LLC, San Antonio,
which conducted the study along with ToddHale, LLC.

Preference for natural colors and flavors appears to
be a constant in the clean label space. The study showed
59% of shoppers prefer natural colors in indulgent and
seasonal baked desserts.
"They recognize and are accepting that they may not
get the same brightness and full range of colors when
choosing natural," Ms. Roerink said. "On the other
hand, 41% of shoppers prefer bright and seasonal colors,
and to get them, they will buy baked goods made with
artificial colors.
Color suppliers such as Chr. Hansen are bridging the
gap in color brightness so that shoppers don't need to
compromise. Using traditional and non-GMO methods,
the company developed the Hansen sweet potato, which
provides a natural red pigment that can act as an alternative to carmine and synthetic colors.
"As consumers move toward vegetarian and vegan
food choices, the need for a carmine alternative has become more pressing. Our new red juice concentrates
are 100% plant-based and provide a new solution to our
customers looking to respond to this consumer trend,"
said Jakob Dalmose Rasmussen, vice-president, commercial development at Chr. Hansen Natural Colors.
After all, consumers are reading labels. Three-quarters
of shoppers look for one or more ingredients when purchasing baked goods, according to the "Power of Bakery
2019." While whole grain (43%) and multi-grain (37%)

The "Power of Bakery
2019" study showed
59% of shoppers
prefer natural colors in
indulgent and seasonal
baked desserts.
Sunsweet Ingredients

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