Source: Fortune Business Insights
Source: Fortune Business Insights
a top priority
before buying (2026)
What is ‘clean label’? Definition and scope
The term clean label emerged in the 2000s in the UK, driven by pressure from retailers and NGOs for greater transparency in industrial recipes. Literally, a ‘clean label’ refers to a product whose ingredients are simple, natural and easily recognisable to the consumer. In practice, this translates into short lists of ingredients, the elimination of artificial additives, synthetic colourings and artificial flavourings, as well as the absence of controversial “E numbers”.
It is important to emphasise that there is no official regulatory definition of “clean label” at European level. Indeed, the term is not regulated, which explains both its marketing success and the ‘cleanwashing’ abuses it can lead to. Furthermore, apps such as Yuka and Open Food Facts have made reading labels popular amongst the general public, which has significantly increased the pressure on manufacturers.
📌 Operational definition: In industrial practice, the ‘clean label’ concept covers three key areas: a reduced list of ingredients (in terms of both number and complexity), the use of ‘kitchen’ ingredients recognisable to a non-specialist, and the absence of controversial additives regardless of their origin. It is not a certification; it is a promise.
Clean label vs natural vs organic: what are the differences?
These three concepts are often confused but refer to distinct realities. Organic is a regulated certification (Agriculture Biologique, AB) that relates to the method of production. Natural is an unregulated claim in Europe. Clean label focuses on the transparency and clarity of the label, regardless of the production method. A product can be ‘clean label’ without being organic, and vice versa.
Why ‘clean label’ is set to dominate the food industry in 2026
The ‘clean label’ trend is not just a passing fad. It is driven by converging structural factors affecting consumer demand, the regulatory framework and competitive dynamics.
The food processing sectors most affected by the ‘clean label’ trend
The ‘clean label’ trend affects the entire food industry, but certain sectors are on the front line due to their exposure to additives and the sensitivity of their consumers.
Industrial bakery is the sector that has made the most progress with the clean label approach. According to Data Bridge Market Research, the bakery segment dominated the clean label market in 2024, driven by sustained demand for additive-free bread and pastries with simple ingredient lists. To find out more about production equipment for industrial bakeries, see our guide on industrial baking: suppliers and optimisation.
How to adapt your production line to a clean label approach
The transition to clean label is not simply a matter of removing a few additives. It is a structured four-step process involving R&D, procurement, production and quality control.
Map all additives present and classify them according to consumer perception (red/orange/green). This audit must be based on EFSA databases and feedback from sales teams in the field.
Replacing a chemical preservative with a natural alternative (vinegar, rosemary extracts, ferments) requires several iterations. Suppliers such as Ingredion, Cargill and Kerry Group have developed specific ranges of clean-label ingredients.
Removing an emulsifier may require adjustments to production parameters: mixing time, baking temperature, packaging and use-by date. Equipment plays a direct role: a mould with certified thermal performance determines the reproducibility of the reformulated product. See our guide to professional pastry equipment.
Three-stage validation: organoleptic (taste, texture, appearance), microbiological (shelf life) and regulatory (INCO-compliant labelling). An industrial pilot lasting several weeks is required prior to large-scale roll-out.
Are you adapting your production process to a clean label approach?
Maé Innovation manufactures Silmaé and Fibermaé professional moulds in France for the food industry.
The practical challenges of the clean label transition for manufacturers
The clean label approach is desirable from both a commercial and strategic perspective. However, it presents real technical and economic challenges that R&D and production teams must anticipate.
Artificial preservatives extend use-by dates. Natural alternatives (plant-based acidifiers, cultures, modified atmosphere packaging) are often insufficient to maintain the same use-by dates. Logistics must be rethought in parallel.
Natural ingredients are inherently more expensive and their supply is more variable (seasonality, weather). The transition to clean label almost invariably involves an increase in raw material costs.
What works in an R&D pilot trial does not always work at full production capacity. The consistency of fermentation or the thermal stability of equipment become critical variables once stabilising additives are removed.
Replacing the chemical name of an additive with a plant-based name without changing its actual function is a practice increasingly flagged by rating apps. Transparency must be genuine, not merely cosmetic.
📌 Good to know: Implementing a successful clean label strategy relies on close partnership with equipment suppliers. An oven with certified thermal consistency, or a mould that performs consistently over thousands of cycles, directly determines the reproducibility of the reformulated product. Our article on industrial bakery details these challenges for the BVP sector.
Summary: the clean label approach in the food industry
Firas Bouatay
Traffic Manager, Maé Innovation
A specialist in digital acquisition and search performance, Firas Bouatay supports Maé Innovation with its SEO and Google Ads strategy. He works on a daily basis with the company’s technical and sales teams on matters relating to the agri-food industry, production machinery and professional equipment for the BVP and IAA sectors.
FAQ: ‘clean label’ in the food and drink industry
Are you scaling up production of a reformulated clean-label product?
Maé Innovation supports food manufacturers in selecting their production equipment. Silmaé (food-grade silicone) and Fibermaé (glass fibre) moulds, manufactured in France, with EU and US food safety certification.
