Organic Products: From Natural to Clean Label

clean label

Currently, naturalness represents the greatest demand among consumers. An innovation involving naturalness is a product whose natural composition is mentioned, valued or explained in order to reassure the consumer about its health benefits.

By Xavier Pilloy, XTC World Innovation

Organic products offer this reinsurance, but they are no longer enough to convince those consumers who are constantly looking for even more natural products to include in their diet. We have moved from the demand for naturalness in the form of certified organic products to so-called “clean label” products: products that offer the consumer a guarantee not only of safety, but also that no disreputable third party has been worked on their development. Thus, the concept of “clean label” is broader than the concept of naturalness, as it also includes humanitarian values (a respect for the human body in all its forms and a refusal to promote the consumption of products that exploit human beings) and environmental values (addressing ecological concerns, and respecting fauna, flora or the natural environment). The “clean label” offer relates to the consumer and their personal health, at both an immediate and a wider environmental level, such as their com­munity, and, more generally, the whole planet, with a commitment to products respecting sustainable devel­opment. Thus, the benefits of certified biological innovations, which are meant to be “clean label” go beyond the simple expectations of consumers by int...

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