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Clean label, the industry standard

Clean label is no flash in the pan. Innova research found that more than 20 percent of all U.S. food and beverage launches in 2014 touted an ingredient list free of preservatives and chemicals.

“Clean label has moved beyond being a trend and is now regarded as standard in the food industry.”

For perspective, that’s up from 17 percent in 2013. And today, you can expect that percentage to be even higher with a new restaurant or major food brand publicly shaming artificial additives daily.

“Clean label has moved beyond being a trend and is now regarded as standard in the food industry,” wrote Innova. “Consumers are demanding shorter and more recognizable ingredients lists and manufacturers are responding by increasingly highlighting the naturalness and origins of their products.”

HPP leads the clean movement

High pressure processing (HPP) has been a major driver in helping brands clean up their labels. New to HPP? It uses extreme pressure – 87,000 psi/6,000 bar – to inactivate foodborne pathogens and extend the shelf life of products without heat, additives or chemicals.

Avure’s new AV-40X expandable machine gives producers, manufacturers and tollers the flexibility to upgrade the capacity of a single system as their volume increases. And if the booming popularity of clean label is any indication, they’ll need the extra output.