The tongue-twisting word has become a five-syllable enemy of “clean label” proponents, and the race is on to find an all-natural replacement.
Photo Credit: TiNDLE
Clean. The word calls to mind fresh air, crystal clear water, purity in all things.
To consumers, a "clean label" food represents something that will improve their health or boost their energy or somehow protect them. If they can't pronounce it or don't cook with it at home, consumers don't want it in their food.
To consumer packaged goods creators, a "clean label" food represents a frustrating anomaly,…