Calling it a “relentless shift to transparency,” an article in the Harvard Business Review (HBR) in the fourth quarter of last year made it clear that clean label is here to stay. Industry trade publications identified this growing trend years ago but it continues to gain momentum in the mainstream and social media.
As slippery and elusive as the term might seem sometimes, the HBR article does a pretty good job of simplifying clean label as:
Having fewer ingredients that are:
— Clear about their origins and
In terms of population segment, 10,000 people are turning 30 every day and that’s roughly the age they start amassing assets as well as deciding how to spend them and spend their time. They look for jobs with companies that have an impressive stance on social and environmental issues, invest in funds that target sustainability outcomes and check product packaging very carefully.
The article spends more time discussing the investment and financial impacts of this shift towards transparency. However at the end the author includes a series of pointed questioned that he says businesses must be ready to answer for the sake of both employees and increasingly inquisitive customers. The first is one every food manufacturer needs to keep top of mind:
— “What is every ingredient in your product, why is it there and what does it do, exactly?”
There’s no denying that some manufacturers looked at replacement products last year when avian influenza caused a temporary disruption in the supply of eggs. However it is important to remember that REAL egg ingredients are made from…eggs. And appear as “eggs” on the label.
REAL egg ingredients supply more than twenty functional properties that formulators can use to bind, aerate, whip, gel, emulsify and so on. We have reams of information to help explain how those properties work, when the conversation drills deeper into “why is it there,” or “what does it do?” REAL egg ingredients have a distinct purpose and multiple functional benefits established over years of processing and manufacturing. REAL eggs help keep labels short and simple when examined by a consumer’s probing eye.
For other probing questions posed by the author, read the original article here.