According to Go Clean Label, this trend is focused on “a return to real food and transparency through authenticity. Food products containing natural, familiar, simple ingredients that are easy to recognize, understand, and pronounce. No artificial ingredients or synthetic chemicals.” Driven by the consumers desire for “natural” ingredients, food manufacturers and retail outlets such as Whole Foods, Aldi and restaurants such as Panera are compiling their own lists of ingredients that are not allowed in their stores or restaurants. Currently there are nearly 200 ingredients on the “non-clean label” list.
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