The clean label movement epitomizes industry’s global targets to slash the artificial out of food’s “laundry list” of ingredients. It is propelled by the market appeal of “all natural,” “minimally processed,” and “non-GMO” distinctions. 

With pressure mounting for multinational food giants to switch out unrecognizable, synthetic formulas, ingredient suppliers are now shouldering the responsibility to keep pace with the evolving demands of clean label. 

FoodIngredientsFirst speaks to leading specialists to spotlight new functional launches that balance simplicity with naturality.

“Although missing a legal or commonly accepted definition, clean label pushes the industry to re-evaluate ingredients, formulations and processes,” says Silvia Soragni, global savory product manager at Lallemand Bio-Ingredients.

“It can be seen as a demand for reducing the number of ingredients and replacing those perceived as artificial or synthetic food additives (identified in Europe as E-numbers) with natural looking, ‘grandmother’s pantry’ ingredients.”

Last year, Innova Market Insights analysis found that 14 percent of new launches globally claimed to have no additives or preservatives. This month, blanket targets to reformulate across the food sector came to light after UK media reports warned that 60 percent of Nestlé’s F&B portfolio does not meet a “recognized definition of health.”

Consumers willing to pay more
The COVID-19 pandemic has accelerated an already underlying trend, wherby consumers are placing a significantly higher value on their health and well-being.

“Clean label is now more than a trend – it has become the norm,” Melissa Sheridan, strategic marketing director of applied health and nutrition at Kerry.

“Clean label is multidimensional and involves making a food or beverage using as few ingredients as possible but also making sure these ingredients are items that consumers recognize, trust and regard as wholesome.”

According to Kerry’s 2021 proprietary research, 63 percent of consumers now actively read packaging details pertaining to nutrition facts, ingredient declaration and product claims. Notably, the taste and nutrition company’s Beyond the Label report confirmed that 75 percent of consumers are prepared to pay more for products that they perceive to be natural.

Kerry offers a wide range of ingredient and application solutions that help manufacturers create new clean-label products or reformulate existing ones.

New natural umami solutions “from food, for food”
Kerry has recently released clean label umami stocks that have been formulated to offer complex chicken or beef taste with increased savory characteristics and umami sensations. These can be labeled simply as “chicken stock, natural flavor” or “beef stock, natural flavor.”

“These Kerry umami stocks can be used in a range of applications from soups and sauces to prepared meals and side dishes,” details Melissa Muldowney, global marketing director of savory taste. “They leverage Kerry’s in-house fermentation expertise and were developed by chefs for culinary convenience.”

“These Kerry umami products deliver umami taste impacts that come from food, for food. They also offer versatility and ease of use, as well as cost-in-use savings when up against traditional broths.”

Kerry has also launched an extensive range of plant-based protein solutions offering taste and nutrition gains. “A recent example is our ProDiem Refresh, a clear, vegan and allergen-free protein that is stable in low-pH beverages.”

“This is a pioneering product, which offers consumers a great tasting refreshing alternative to traditional protein shakes,” adds Muldowney.

Clean flavoring with functional yeasts
The Savory segment of Lallemand’s Bio-Ingredients division focuses on high-value yeast products from Saccharomyces cerevisiae and Torula yeast, including whole cell nutritional yeast, yeast extracts and yeast derivatives. 

Yeast ingredients are useful to enhance and add savory, meaty notes to vegan and vegetarian options. They enable formulators to leverage a “natural flavoring” declaration.

“Producing yeast and yeast derivatives, we have an advantage in the food arena: yeast has been used for thousands of years in the production of bread, beer and wine,” says Soragni. “It is well known and appreciated for its functionality worldwide.”

Lallemand’s yeast-based specialty ingredients Toravita 033 and Lalvita 2190 offer meat processors an alternative to the use of phosphates (food additives with E-numbers in Europe) in processed meat.

These solutions present increased water holding capacity, allowing for a good structure and reducing syneresis in processed meat. They also contribute to the color stability and flavor release.

Among other launches, Lallemand’s Savor-Lyfe BEC is an animal-free substitute for beef extract and lower salt content. And recently, the company’s Savor-Lyfe CB – a long-lasting boiled chicken flavor, ideal for nuggets – relaunched with the “natural flavoring” declaration, to better suit the clean label conscious consumers.

The company’s most recent product launch is the natural flavoring Savor-Lyfe FB. “The allergen-free light beige powder with a characteristic umami, sweet base note of boiled fish is the perfect building block for fish taste foundation, suitable for finger fish, crab soups, surimi and veg-surimi,” Soragni details.

Chicory inulin for clean sugar replacement
The full range of Sensus’ chicory inulin and oligofructose products are clean label ingredients and qualify as natural according to the International Organization for Standardization (ISO) 19657:2017 guideline.

Sensus’ inulin is marketed as an extremely versatile product that improves taste and texture while offering health-promoting benefits. These ingredients are currently used in many applications, including dairy, bakery, cereals, bars, infant nutrition, beverages, confectionery, ice cream and savory formulas.

“Chicory inulin is a functional food ingredient that can replac sugar and fat while improving taste and mouthfeel. It also promotes digestive health by enriching the fiber content of food,” says Jolanda Vermulst, manager market intelligence at Sensus.

“Moreover, it has a prebiotic effect, stimulating the production of beneficial bacteria in the colon. Our intestinal microbiota have an important role in regulating our immune system,” she continues. “Because chicory inulin has a low caloric value and promotes satiety, it can make a significant contribution to weight management.”

New and innovative applications for inulin are constantly being found, Vermulst adds. “Because inulin and oligofructose are colorless and have a neutral to sweet taste, they can be used in these products without affecting the appearance, texture or flavor.”

End of an era for artificial sweeteners?
Artificial sweeteners are especially scrutinized among synthetic additives. According to a study by global strategy consultancy L.E.K, they are part of the list of ingredients that US consumers try to avoid the most.

“A huge challenge faced by manufacturers of sugar-reduced products is to find a solution to reduce sugar content without diminishing the taste of their products, while adding nutritional value at the same time,” remarks Violaine Fauvarque, marketing manager at Alland & Robert.

“Acacia gum can definitely be a good option, thanks to its versatility and the fact that it’s a natural and safe additive and a source of prebiotics. In addition to providing superior properties for coating when associated with polyols, it is a texturing agent that brings low viscosity and will help compensate for the loss of volume, texture and mouthfeel in sugar-reduced products.”

Clean label is “no longer enough,” concedes Fauvarque. “Consumers are looking for ingredients that have a positive impact on the planet and that are ethical. We work on the sustainability of our products, and show our customers that natural gums are ethical with no negative environmental impact.”

“On the contrary actually, they contribute to the prevention of desertification of the Sahel in Africa and the trees wher acacia gum is harvested play an important role to tackle climate change.”

What’s next for clean label?
While clean-label food protection solutions are required in many different foods and beverages, the growing demand for no additives or preservatives is challenging to navigate. 

“Consumers want it all, but their desires are often conflicting. They want ‘all natural’ and desire long, convenient shelf lives. They want little or no artificial preservatives, but also affordability and safety is paramount,” says Sheridan at Kerry.

The clean label trend is showing no sign of slowing down, however. “Europe and North America are leading the trend, but Asia is not far behind,” notes Fauvarque at Alland & Robert.

“On all markets, consumers are challenging food manufacturers to provide more transparency about what is in the products they sell.”