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2020 Trends: Clean Label Is a Macro Trend & HPP Delivers

Looking at 2020 trends, clean label continues to be the major macro trend for food and beverages. While micro trends change from year to year—for example, high protein, to paleo, to keto—what remains constant is that consumers want a clean and transparent food label.

According to a recent Nielsen survey, 73% of respondents said they feel positively about companies that are transparent about their product sourcing; 68% are willing to pay more for food and beverages that don’t contain undesirable ingredients; and 64% of consumers’ diets prohibit certain ingredients. This growth of transparency means the growth of clean labels too.
Currently, clean-label food and beverages make up 30% of the total food and beverage sales over the last five years.
What exactly does “clean label” mean? Like the word “natural,” it’s often used.
“In the food and beverage business, ‘clean label’ is an industry standard term that describes products that are free from artificial colors, flavors, sweeteners, hormones and antibiotics,” states Lisa Wessels, JBTAvure’s CMO.
Consumers recognize the root of the clean-label trend: transparency. Increasingly, consumers are concerned about what’s in their products, and a short list of clean ingredients makes that easier to know.
The clean-label trend continues to accelerate. In an Ingredion survey of 2,600 food and beverage manufacturers globally, 81% said they were planning to launch clean-label products in the next two years.
In a time when companies ship products all over the world, how can food and beverages using clean-label ingredients compete? One technique is taking clean label a step beyond just ingredients and utilizing clean-label processing—High Pressure Processing, or HPP.
By subjecting foods in sealed packages to extreme cold water pressure, HPP eliminates foodborne pathogens and spoilage microorganisms, improving shelf life and food safety without the need for preservatives. HPP also means better taste, texture and nutrition than that achieved with traditional high-heat pasteurization, because cold water pressure retains the integrity of food, while high heat degrades it.
By eliminating the need for additives and by using HPP, companies can provide both a clean label and increased transparency.
This means that the clean-label approach doesn’t stop at the ingredient label. With HPP, food and beverages are able to have excellent food safety, better taste and texture and a clean label.
Let JBTAvure help your food and beverages achieve a clean label with High Pressure Processing (HPP), extending your shelf life, providing food safety without additives and preservatives and attaining a better taste, texture and nutrition.
Click here to find out how we can help you clean up your labels: https://www.avure-hpp-foods.com/contact/request-information/.