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Clean claims have more appeal than generally healthy descriptors. Preservative-free was second only to no trans-fat/no partially hydrogenated oils as the most important consumer food claim, Mintel revealed. Eight-in-10 adults define preservative-free foods and drink as healthy while 78% say no artificial ingredients translates to healthy. Other attributes associated with healthfulness include antibiotic- or hormone free, natural, unprocessed, organic, not genetically modified, clean and real, research from Technomic showed.