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How clean-label goods with simple ingredients are maintaining popularity and profit.
“I’m going to start eating cleaner.”

 It’s a common mantra at the turn of a year or when summer approaches, and the word ‘clean’ is one that consumers focus on in multiple ways. ‘Clean label’, the food movement that preaches products without artificial chemicals, continues to rise in popularity with shoppers, and it’s proving that short ingredient lists (especially with names the common person can pronounce) pay off. But as trendy as the movement is, it still has many questions surrounding it, including the most basic: What exactly is a ‘clean label’, and who decides whether something is ‘clean enough’ to make the cut?