Date: 07/05/2026

Clean label is no longer limited to labeling and now directly influences development, formulation, and positioning decisions in the food industry. As consumers become more attentive to product composition, pressure increases for simpler ingredient lists, with fewer artificial additives and greater transparency about what consumers are eating. In this context, the concept has gained relevance due to its impact on R&D, quality, ingredient selection, processes, and technical validation.

However, advancing clean label projects requires more than optimizing additives or shortening ingredient lists. Reformulation must preserve safety, stability, sensory performance, and industrial feasibility, highlighting the technical foundations of this movement.

In this article, you will find:

What does clean label mean?

Clean label is a concept applied to the development of food products that prioritizes the use of less complex ingredients and reduced use of artificial components. In general, this involves simpler formulations, with fewer synthetic additives, fewer chemical preservatives, and less complex technical nomenclature. However, the concept is not limited to what appears on the packaging.

In processed foods, each component typically performs a specific technological function, such as preservation, stability, color, texture, flavor preservation, or shelf life extension. When transitioning to a clean label formulation, the industry must reassess these functionalities and ensure their performance through alternative solutions, often using natural ingredients, multifunctional combinations, or process adjustments.

The focus is on developing products that are safe for consumption, with ingredients carefully selected according to their function and expected quality. This explains why clean label has become a strategic innovation agenda. It affects R&D decisions, requires claim review, increases the need for testing, and may impact cost, shelf life, stability, and batch-to-batch consistency.

The global expansion of the concept is also directly related to changes in consumer behavior. Labeling is no longer just a regulatory requirement and has become a decision-making factor. Aspects such as understanding of ingredients and lower perceived artificiality are increasingly valued by consumers, influencing brand positioning and portfolio development in the food industry.

Why is the industry moving toward clean label?

The growing demand for trust and transparency in food has driven the industry to review its formulations. According to a technical bulletin from the University of Georgia, clean labeling is a consumer- driven movement and is becoming “more of a necessity than a trend” across different markets, as major manufacturers reformulate portfolios to reduce artificial additives and respond to the demand for simpler, easier-to-understand labels. The analysis highlights that this movement is mainly driven by the search for:

● Natural ingredients
● Short ingredient lists
● Greater transparency regarding origin and processing
● Lower perceived artificiality

Globally, about 8 out of 10 consumers show concern about food quality, according to a report published by Innova Market Insights in October 2025. The study also indicates that nearly 1 in 3 global food and beverage launches already includes some type of clean label claim, such as “no additives or preservatives”, “organic”, or attributes related to sustainability and environmental impact.

What changes in product development with clean label?

In product development, clean label requires greater technical capability and process review. According to the Integrated Biotechnological Platform for Healthy Ingredients (PBIS), the key point is understanding the function of each component in the formulation and promoting its substitution based on scientific evidence and proven safe technologies. This changes R&D parameters: ingredients previously selected solely for technological performance are now also evaluated based on how they appear on the label, consumer perception, and the possibility of substitution with natural or multifunctional alternatives.

Academic reviews on clean label formulations also indicate that replacing synthetic preservatives and antioxidants with natural alternatives requires dose optimization, sensory validation, microbiological testing, stability analysis, and often process adjustments to preserve performance.

Reformulation: substitutions that seem simple, but are not

The most common substitutions in clean label projects, such as colorants, flavorings, preservatives, and stabilizers, may appear simple on paper but are often technically sensitive. In the case of natural colorants, PBIS notes that compounds such as anthocyanins and carotenoids require strict control of pH, light, and temperature to prevent degradation. In practice, replacing a synthetic colorant with a natural alternative may affect visual intensity and stability over shelf life, requiring adjustments in packaging and processing.

With preservatives, the risks become even more critical. PBIS highlights that many additives are safe, regulated, and essential for food stability and safety, and warns that their removal may compromise quality, reduce shelf life, and even pose risks to consumer health. The study cites sodium nitrite as a classic example: in meat products, it is used to prevent the growth of pathogenic bacteria such as Clostridium botulinum. In this case, removal without a safe replacement changes the product’s level of microbiological protection.

In texture systems, the implications are often less visible but equally relevant. The University of Georgia notes that ingredients such as emulsifiers and stabilizers do not perform isolated functions and that their removal may affect appearance, flavor, and structural behavior of the food matrix. This helps explain why replacing carrageenan (a stabilizer derived from seaweed), modified starches, or other stabilizers with fibers, gums, or natural combinations often requires increased concentration, combination of solutions, and reformulation to restore viscosity, body, or stability.

The same logic applies to flavors and enhancers. PBIS highlights that, in the case of flavorings, new extraction techniques can reduce solvent use and expand the use of natural sources, but this does not eliminate the need for sensory and technological validation. Substitution may affect flavor intensity, persistence, thermal behavior, and compatibility with the matrix. In summary, each substitution in a clean label project requires careful evaluation because there is rarely a direct and neutral replacement. In many cases, replacing one ingredient means rebalancing the entire product to preserve flavor, appearance, stability, and safety.

How to replace additives without losing performance

Replacing additives in clean label foods requires a reformulation process capable of preserving quality. Substitution must be based on the technological function that needs to be maintained, following steps such as functional mapping, parameter definition, selection of alternatives, iterative testing with adjustments, and consolidation of specifications. The process can be structured as follows.

1. Map the technological function of the additive

The first step is to accurately identify the role the ingredient plays in the formulation. A single additive may act as a preservative, antioxidant, stabilizer, thickener, emulsifier, flavor enhancer, or color agent, among other functions. Without this mapping, substitution tends to fail because replacements are often driven by market appeal rather than by the function that must be delivered in the product.

2. Define critical performance parameters

Once the function is understood, it must be translated into objective performance criteria. This includes indicators such as shelf life, pH, viscosity, water retention, microbial load, thermal behavior, color, texture, yield, and expected sensory profile. These parameters serve as a reference to compare the original formulation with the new version. At this stage, ingredients with proven functionality become critical, as they support product performance without relying exclusively on synthetic additives. For example, NatSense Natural Meat Flavors, developed by MBRF Ingredients, are 100% natural and can act as preservatives and flavor enhancers, helping maintain sensory performance without synthetic additives.

3. Select alternatives based on function, not trend

With parameters defined, the selection of substitutes must follow a technical rationale. This involves identifying alternatives that perform the same function as the original ingredient. Synthetic antioxidants such as BHA and BHT can be replaced by plant extracts rich in antioxidant compounds; stabilizers may be partially replaced by combinations of fibers, functional proteins, or multifunctional systems; preservatives may require combined solutions involving ingredients, process, and packaging.

4. Test, adjust, and validate through multiple iterations

No relevant substitution is resolved in a single attempt. Clean label projects require iterative testing cycles, as replacing one ingredient typically affects the behavior of the entire system. It is necessary to adjust proportions, review process conditions, and test responses to temperature, homogenization, fermentation, pH, and other variables that influence the final result. At this stage, accelerated shelf life testing, microbiological analysis, instrumental evaluation, and sensory testing, including blind tests when necessary, are conducted.

5. Consolidate specifications and validate shelf life

After testing cycles, the reformulation must be consolidated into clear technical specifications. This includes defining final composition, acceptable performance ranges, quality criteria, process parameters, and stability requirements. Shelf life validation is essential at this stage, along with microbiological and physicochemical stability studies. Only after this validation can the new formulation be considered ready for production.

How to translate clean label into project criteria

Before reaching the label, clean label must be built at the project level. This requires clear criteria for ingredient selection, quality validation, supply assurance, and definition of claims aligned with the formulation and target market. Several aspects must be rigorously evaluated.

● Ingredient criteria: involve assessing the origin and processing of raw materials. Prefer certified natural inputs or food-grade materials at minimum. Also verify consistency. For example, confirm whether a grain flour or plant protein is produced under controlled processes and has guaranteed purity. Ingredients must have traceable origin and clear disclosure of their production method.
● Quality criteria: include complete technical specifications (protein content, moisture, microflora, etc.), up-to-date analytical reports, and batch-to-batch standardization. Confirm the absence of contaminants (pesticides, mycotoxins, metals) and minimal variability. Quality should be supported by certifications such as HACCP/ISO and independent testing.
● Supply criteria: cover production scale certification and the supplier’s logistical capability to meet industrial demand. Verify realistic lead times and supply continuity commitments. In clean label projects, supply chain disruptions (for example, discontinuation of a key natural ingredient) can compromise the entire formulation.
● Regulatory criteria: include the claims to be used (“no artificial preservatives” or “organic”, for example) and verification of compliance with regulations in the target market. Adjustments must be planned according to each market and category.

Strategies to maintain performance in clean label projects

In clean label projects, maintaining product performance is as critical as simplifying the formulation. Performance depends not on a single solution, but on the combination of appropriate ingredient selection, process control, technical support, and formulation strategy. Some approaches are essential to avoid compromising technical performance.

● Suppliers with technical governance: select partners with full traceability, rigorous analytical control, and application support.
● Natural functional ingredients: use inputs with intrinsic functionality. Examples include bioactive proteins for emulsification, natural antioxidants for preservation, and soluble fibers acting as thickeners. These multifunctional ingredients reduce reliance on additives while maintaining required functionality. Antioxidant plant extracts can also replace BHA/BHT, protecting lipids.
● Process and combined barriers: adjust processing conditions to reinforce safety. Non-thermal technologies such as HPP (high pressure processing) or PEF (pulsed electric fields) can partially replace preservatives by controlling microorganisms without damaging nutrients. Applying multiple barriers (pH reduction, water activity control, appropriate packaging, and effective refrigeration) also extends shelf life without chemical additives.
● Multifunctional ingredients: prioritize components that perform multiple roles. Certain natural polyphosphates, for example, retain water and improve meat texture; textured plant proteins (such as soy) provide structure and help retain moisture. This approach reduces the number of ingredients while increasing clean label efficiency.

How MBRF connects to the clean label scenario

Clean label production requires a technical foundation capable of supporting simpler formulations without compromising performance, safety, or industrial scalability. In this context, traceability, standardization, and predictability become critical factors directly affecting industrial feasibility. These are key attributes that position MBRF Ingredients as a leading supplier in the market.

MBRF operates with a structure aligned with clean label requirements and manages a fully integrated supply chain under strict quality control. Through end-to-end supply chain management (from livestock production to industrial processing), the company ensures quality at every stage. Currently, the brand operates with 100% traceability across its beef supply chain, demonstrating a commitment to transparency from raw material sourcing.

In terms of supply capability, MBRF is present in approximately 120 countries and complies with all international biosafety standards. Its global presence and logistical capacity ensure stable and scalable supply for industrial projects, including those focused on clean label.

To explore further, refer to the content A new market reality called clean label and understand how this movement is gaining traction in the food industry.