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Clean label - Natural, less processed and chemical-free
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Wednesday, 01 April, 2026, 15 : 00 PM [IST]
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Dr Malathy Venkatesan
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Consumption and purchase of processed food has increased due to factors such as urbanisation, the rise of nuclear families, the increasing number of working couples, increased family incomes, and convenience in purchase as well as delivery of products. Consumers are now paying attention to labels resulting in preference for “clean labels”. The definition of clean label is presently vague but consumers associate with natural, less processed, chemical free, free from artificial or synthetic as some concepts of clean labels. Clean label refers to foods that are characterised by simple, recognisable ingredients and minimal processing, aligning with consumers' desire for transparency and healthfulness.
Key attributes of clean label products
Although there is no official regulatory definition for clean label foods, the following attributes are commonly associated with them:
- Simplicity and familiarity- Fewer or a minimum number of recognisable ingredients that are easy to read on the label
- Natural ingredients- No synthetic flavours, colours, chemical preservatives or artificial food additives should be added in a clean-label food
- Transparency- It is one of the core attributes of clean labelling. Information on sources of ingredients, methods of sourcing, and manufacturing methods on the label gives consumers the confidence that the food will be safe in all aspects
- Less/ minimal processing- Clean labelled foods should be minimally processed using conventional techniques
While many consumers associate clean label with "natural" and "organic," there are key differences. For example, some ingredients allowed in natural or organic foods may not be accepted under clean label standards. Compounds such as potassium bicarbonate, ammonium bicarbonate, and calcium hydroxide, which are permitted in organic foods, may not meet clean label expectations. Similarly, natural colourants like carotenoids and anthocyanins are allowed in clean label products but not in foods labelled as "natural.
Source of Clean Label Ingredients:
Naturally functional foods: Whole grains, fruits and vegetables
Cereal grains have unique phytochemicals that complement those of fruit and vegetables when combined in a diet can be clean label ingredients. In addition, grains, fruits, and vegetables are recognised as a source of dietary fibre. Ensuring safety against the presence of biological (pathogenic microorganisms, toxigenic and so on), chemical (mycotoxins, pesticide residues, metals and so on) and physical (insect fragments, foreign materials and so on) contaminants is the challenge in the production of whole grain products. Various physical, chemical, and biological techniques, as well as processing conditions, can be used to reduce contamination and partially control the production of mycotoxins.
Plant extracts
To meet the consumers’ demand for a healthier and natural diet, plant extracts are revolutionising the food and beverage industry, which are incorporated into a wide variety of products. Botanical extracts are obtained from plants, roots, flowers, and fruits, and have been used throughout history in various cultures for medicinal and culinary purposes. However, their recent popularity is related to the growing desire to consume more natural food products with health benefits and clean label.
Examples are: natural colours, flavours and preservatives
Natural colours
Colourings are defined as substances that modify the perceived colour of objects or impart colour to other colourless objects. Colour is present throughout nature in fruits, vegetables, seeds and roots and can be used in the form of pigments; examples are annatto, turmeric, anthocyanins, carotenoids and beta lain. However, stability of these compounds under processing conditions is the major challenge in application.
Several strategies have been developed to protect natural colouring compounds from adverse environmental conditions, which include; micro-/nano-encapsulation to provide a physical barrier that shields the anthocyanins , co-pigmentation, bulking with stable starches or other polysaccharides to minimise degradation enhancing their stability during storage and processing.
Natural flavourings
Use of plant material as natural flavouring has been popular especially in home - made and artisanal products. Examples are saffron, cardamom and vanilla. These can also give a “clean label” to the food product. However, the availability and cost of these natural materials are challenges in large scale production of food products. The use of different extraction technologies allows for the production of different forms of presentation (liquids and powders), from these natural materials with preservation of the natural aroma. Examples are mint, saffron, fruit flavours.
Yeast extract is another example of a flavouring agent widely used because it is natural and contains aromatic notes suitable for use in vegan products as well as meat products.
Preservatives
Traditional Indian products used preservatives which include salt, sugar, vinegar, oil, microorganisms (through fermentation) which can be called “clean label ingredients”. In recent times, there has been considerable efforts to substitute chemical preservatives in commercial food products with natural products or extracts from natural material. Microorganisms are one of the richest source of beneficial secondary metabolites, including antimicrobials like bacteriocins which have preservative action. Nisin and pediocin are the two leading examples of commercially available bacteriocins. Further, nisin is an FDA-approved and most widely accepted natural/clean-label preservative in food. Organic acids produced by microorganisms are effective as preservatives and are suitable for “clean labels.” Examples are lactic acids, ascorbic acid, formic acid and fumaric acid. Plant secondary metabolites, namely terpenoids, quinones, alkaloids, thiols and polyphenols, which give plants odour, pigmentation, and a specific flavour have also been reported to exhibit bioactivity against pathogenic microorganisms. Examples are camphor, menthol and curcumin. Codex General Standards for Food Additives has enlisted various ’clean-label’ approaches. Based on their ADI and other relevant safety criteria listed under INS, some of the natural/clean-label preservatives discussed above have already been evaluated by JECFA for use in foods per the provisions of International Food Standards. Some food preservatives assessed and approved are summarised in Table 1.
Table 1: Clean-label’ preservatives marketed as substitute to chemical additives
Chemical
Preservative
(E
Number)
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Clean
Label Alternatives
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Applications
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Ascorbic
acid (E300-
304/INS
300)
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Acerola
extract, Citrus - Lemon extract
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Butter
& cheese
Fish
& shellfish products, fruit and vegetable products
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BHA
(E320/INS 320)
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Bamboo
leaf extract
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Baked
products
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Nitrite/Nitrate
(E249-
250/251–252)
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Acerola
extract and vinegar
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Meat
products
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Potassium
sorbate
(E202/INS
202)
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Mushroom
chitosan
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Wine
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Future prospectsThe advantages of emphasising the integrity of ingredients and the health benefits associated with organic and clean label offerings include enhanced market value and increase in conscientious consumers. This presents a promising opportunity for ingredient suppliers and manufacturers to collaborate in the creation of natural ingredients that not only meet clean label criteria but also offer enhanced nutritional value and functional advantages. For instance, there is increasing interest in ingredients such as plant-based, fibre-rich additives, and natural ingredients that can contribute to improved health outcomes and cater to specific dietary preferences. (The author is consultant, food industry and
project coordinator, PFNDAI, Mumbai)
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