Clean label demand ups

By Nicholas Robinson

- Last updated on GMT

Tate & Lyle's Claria starch product has clean-label credentials
Tate & Lyle's Claria starch product has clean-label credentials

Related tags Starch

Consumer demand for simpler labels is driving manufacturers to formulate 'label-friendly' products, according to Tate & Lyle (T&L) director of applications Jim Carr.

Half of EU consumers were calling for simple and understandable food labels, recent research states.

So high was the demand for simpler labels that consumers often disregarded price, Carr says.

One in three new yogurt and yogurt products used a cleaner label claim last year, which cost 12% more to buy than non-clean-label products, he claims.


Yet, to achieve cleaner labels, manufacturers faced taste issues, which is critical to consumer acceptance, he adds.

“Taste is the deciding factor for consumers when choosing foods and beverages.”

Texture was another factor in consumers' decision-making when purchasing products such as yogurts.


Modified starches and native starches were widely used to attain better textures in yogurts, however, each presented a problem: “Native starches can meet demand for cleaner labels, but don’t stand up to yogurt’s harsh processing conditions,”​ explains Carr. But, it is difficult to achieve a clean label with a modified starch, he adds.

Breakthrough research has allowed T&L to develop starches, such as its Claria ingredient, with the same texture as modified starches and label-friendly properties as native starches, Carr says.

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