Research explainers
Clean label explained without the marketing fog
Dr. Sravanthi Budaraju 1 min read
“Clean label” is not a legal definition. It is a bundle of consumer heuristics that R&D teams translate into constraints: shorter lists, recognizable names, and fewer “chemical sounding” ingredients—regardless of whether the chemistry is simpler.
A working definition for product teams
Treat clean label as a design constraint tied to a specific audience and channel—not a universal moral score.
What I ask for in a first workshop
- Who is the shopper, and what are they actually afraid of?
- Which claims are on-pack vs implied by brand?
- What are we optimizing: sensory, shelf-life, cost, or speed?
If those answers disagree, your formulation roadmap will thrash. Align them early.