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True Elements globally recognised as ‘Clean Label’
Thursday, 14 October, 2021, 08 : 00 AM [IST]
Our Bureau, Mumbai
True Elements, amongst India's leading healthy breakfast and snacks start-up brands, is now certified ‘Clean Label’ by the Clean Label Project, US. Anchored on the promise of providing ‘Food that does not lie to you,’ this certification is a testament to the brand’s commitment to consumer health and delivering taste without any ingredient-driven compromises or adulteration.

The company rests on 4 pillars of True - True to our Food (Nutrition), True to our Word (Transparency), True to our planet (Recycle), and True to our Families (People).

With the new certification, the company becomes the only Indian food brand to be globally recognised as both ‘Clean Label’ and ‘100% Wholegrain’.  These coveted accreditations are awarded by leading US based non-profit organisations, Clean Label Project and Whole Grains Council respectively, who are known for raising the bar globally on food nutrition, food safety and driving consumer transparency.

These stamps of credibility provide fact-based reassurance to consumers and are a testament to the brand’s philosophy of creating a world where promises and claims aren’t made up of lies or jargon and where 100% of its taste is achieved with 0% chemicals, 0% preservatives and 0% added sugar.

Clean Label Project, tests rigorously for over 130 harmful contaminants including pesticides, plastic and heavy metals. This certification allows the company to be a part of the solution that addresses the growing consumer concerns around industrial and environmental contaminants and toxins in packaged food.

Speaking about the double certification, Puru Gupta, co-founder and CEO, True Elements, said, “We are very proud to be India’s first food brand that is recognised across 2 pillars of True - Clean Label as well as 100% Whole Grain. At True Elements, our brand growth predominantly has been built on the back of innovative clean and nutritious product offerings and these certifications are proof of that.”

Sreejith Moolayil, co-founder and COO, True Elements, said, “With these certifications, we at True Elements are proud that our commitment of quality promised is validated by scientific testing. With these international approvals, our consumers can be doubly sure that our products are 100 % clean.”
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