Clean supreme
“The rules have been rewritten and clean and clear label is the new global standard. The demand for total transparency now incorporates the entire supply chain, as a clean-label positioning becomes more holistic,” said Williams.
“Trending clean supply chain claims include ‘environmentally friendly’, which has shown a compound annual growth rate [CAGR] of 72% from 2011–2015 and ‘animal welfare’, which has grown at 45% per year during this period.”