How Food Brands Are Rethinking Clean Label
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Most consumers will never say 'clean label'. They'll say things like 'I check the ingredients' or 'I try to avoid additives'.
NSF reported in January that more than three-quarters (76%) of UK consumers read the ingredients list before purchasing. That's a sizeable share of buyers actively scanning the back of pack.
What are they looking for?
- Shorter ingredient lists
- Names they recognise without effort
- Fewer E numbers and processing aids
Many retailers have turned that consumer preference into policy and own-label specifications now routinely remove artificial colours, artificial flavours, preservatives and flavour enhancers.
Simple ingredients that support stronger claims
We're seeing whole and minimally processed ingredients increasing in both sweet and savoury products. Natural claim usage in dairy and bakery remains high, with natural and 'no artificial' among the top purchase drivers.
- IQF fruit brings natural sweetness, acidity and texture into yoghurts, bakery, desserts, smoothie bases and sauces.
- IQF herbs and vegetables in pizzas, ready meals and soups.
- Nuts, seeds and pulses in snacks and plant-based formats.
Preserving quality when cutting ingredients is where the challenge really lies. To keep quality controlled, brands are putting more effort into:
- Adjusting base recipes when an additive is removed
- Using functional ingredients like fruit concentrates or prebiotic fibres to support body and mouthfeel
- Rethinking all processing conditions
Natural colour and flavour choices
Colour and flavour are where many clean-label projects fall short. Getting this right usually involves a blend of decisions:
- Using the right format, like choosing a spray-dried natural flavour instead of a liquid
- Adjusting pH or matrix composition to protect sensitive pigments
- Changing when an ingredient is added
Technical support from suppliers is becoming increasingly important - it makes sense to find a partner who can understand your processes inside out.
Supply chain confidence
A short ingredients list can be less forgiving when something goes wrong in supply.
Shorter lists work only with stable sourcing
When you rely on a handful of natural ingredients, each one carries more risk. If your chosen natural colour is unavailable, you may not have a compliant alternative ready. If IQF peaches from a specific origin are late, an entire production run can stall.
Sourcing teams are increasingly looking for:
- Multi-origin coverage on key fruit, herbs, and vegetables
- Crop forecasts and early warning on volume or quality issues
- Sensible safety stock planning for seasonal materials
Consistent ingredient sourcing is now a core part of any clean label strategy, not an afterthought.
Audits, transparency, and material origin
UK and EU traceability expectations are tightening, with WRAP and FSA updates pushing for better record-keeping.
Retailers are asking for:
- Clear origin data down to farm group or region
- Evidence of third-party audits
- Statements on processing steps and any aids used
- Plans for food safety and continuity in difficult seasons
Buyer conversations now routinely include questions on origin risk, labour conditions, deforestation and water use. Some of this is compliance, but it's also a part of reputational risk management.
From a brand point of view, if you market a line as natural, transparent or sustainable, any weakness in traceability quickly turns into a concern.
Where clean label is heading in 2026
Putting all of this together, a few practical directions are clear. Retail range reviews in 2026 continue to focus on:
- Removing artificial colours and artificial flavours
- Reducing added sugar and salt
- Cutting back some stabilisers and flavour enhancers
Private label teams in chilled desserts, bakery snacks and beverages are especially active. If you're pitching into these categories, expect firm questions on label compliance and future-proofing, not just the current rules.
Growth areas using natural formats
Demand for IQF fruit and vegetables is strong, expected to show a volume growth of 5.7% in 2026, with revenue forecast to grow annually by 8.90% (CAGR 2025-30). Similar patterns are starting to appear in IQF herbs as brands simplify back-of-pack on frozen and chilled meals.
Plant proteins, prebiotic fibres, nuts and seeds are also evolving from premium add-ons to core functional ingredients supporting clean-label products.
How Uren can help
We help our customers by offering innovative solutions to the challenges they face. With over a hundred years of experience importing food ingredients, we understand the importance of evolving to meet changing customer needs and industry standards. To learn more about how we can help your business, contact our team to arrange a consultation.
