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lean label is a simple enough term, Underpinning the concept of clean la- 80% of the air we breathe, is E941. Vitamin
but dig a little deeper and the clean bel is simplicity: simplified food labels that C, essential for health, is E300. There are
label conundrum begins to unravel. consumers can understand and trust. many other examples.
With no legal or commonly-accepted defi- In its wake, the movement leaves food
nition within the food industry, clean label businesses floundering to reformulate The Formulation Challenge
has become a catch-all for a panoply of their products by eliminating or replac- The food industry is now facing the chal-
food and beverage claims from all natu- ing additives that, at first glance, do not lenge to formulate new innovative prod-
ral to minimally processed, from sus- appear to have a role to play in the clean ucts that meet consumer expectations for
tainable to GM-free. label landscape. transparency, combined with safe and
It has become a mainstream consumer So while on one side of the table, a healthy ingredients. Therefore, consumer
movement that has shifted from being clean label presents an opportunity for access to balanced (clear and understand-
a trend to something that is considered consumer-driven reformulation, on the able) information is paramount. This, per-
normal, expanding from the health food other it threatens the continued use of haps, represents the biggest hurdle: with
store to the superstore. additives that have unique and beneficial social media at our fingertips, a single con-
It is now a moving target for food re- performance attributes, but which might sumer advocate or individual blogger can
formulators, who are at the whim of the now be perceived as unacceptable and have a widespread influence on consum-
consumers changing wish list. unwholesome. ers who ultimately demand change good
or bad with no sound scientific justifica-
tion. Unjustified clickbait scare stories are
all too common.
Without a shift from clean to clear, there
is a risk that clean labeling will lose its bal-
ance and veer towards sensationalistic con-
cerns and consumer confusion, and that
would be detrimental for the food indus-
try, food regulators and consumers alike.
Throughout this two-part article, cellulose
derivatives are referenced as a case study.
These additives, a family of hydrocolloids
based on natural cellulose, have a long his-
tory of safe use and have approved health
claims and benefits associated with their
consumption. Yet consumer understand-
ing and perceptions threaten to jeopardize
their application in food products and their
place in the clean label landscape.
Whats in a Name?
In general, the names of food ingredi-
ents, their standards of identity and their
conditions of use are regulated by law. This
is to protect the interests of the state, con-
sumer welfare and ensure a level playing
field among competitors. In the clean label for chemically altered, synthetic, or other- based on perceived risk versus sound
landscape, ingredient names, and espe- wise controversial ingredients; but name science. Some notable examples include
cially consumer familiarity and acceptance changing efforts have not been game Mac&Cheese, a product manufactured by
of these names, play an even more central changers. For example, in 2012, a request Kraft that contained artificial colors. The
role. The issue for clean labeling is that ad- to rename high-fructose corn syrup as petition to pressure Kraft for the removal
ditive names, sometimes chemical-sound- corn sugar was rejected by the FDA on of the artificial colors was initially filed by
ing and difficult to pronounce, give rise to the grounds that it would only confuse Van Hari (a.k.a. Food Babe) and Lisa Leake,
the impression of scary unfamiliarity, which consumers and could even pose a health and gathered 360,000 signatures. Anoth-
in turn results in perceptions of higher risk risk to those suffering from fructose intol- er interesting example was the petition
(Song & Schwartz, 2009). Likewise, simple erance. While the rules and regulations on for the removal of cochineal extract (also
and clean-sounding names evoke images both sides of the Atlantic strive to elimi- known as carmine) from Starbucks Coffee
of health and well-being. For example, the nate misleading food labels, clear labeling which garnered 7,000 signatures in less
replacement of nitrates with celery powder should go a step further to provide simple, than a month, and saw Starbucks ridiculed
may make a product seem more favora- clear messaging on which consumers can as Starbugs when the story first ran in the
ble. Yet celery powder contains a signifi- make informed choices. media.
cant amount of naturally-occurring nitrate Increasing consumer involvement and
which does not have to be disclosed on The Role of Social Change advocacy related to the composition of
the product label. It could be argued that The power and reach of global social the foods they eat should be welcomed by
this is a use of clean labeling but not media platforms have enabled a relatively food scientists because consumers are the
clear labeling. small number of food activists to success- major driving force for clean labeling. How-
Other manufacturers have tried to im- fully force large food corporations and ever, most petitions and press stories that
plement more consumer friendly names fast food chains to substitute ingredients are against additives represent, at best, a
one-sided view of the ingredient. The use
of carmine by Starbucks did not violate
Alland & Robert Develops Instant Soluble Acacia Gum any food regulations and did not expose
the consumer to an increased safety risk.
In order to meet the needs of the Carmine carries a fairly solid safety profile,
beverage industry, acacia gum sup- yet it is derived from cochineal beetles and
plier Alland & Robert has set up its this was the real issue. Ironically, although
latest reference Instant Soluble it cannot be used in vegetarian or Kosher
Acacia gum 500I, dedicated to the products, it is natural.
stabilization of complex oil emul- While consumer involvement via social
sions in aqueous solutions. It is media can be beneficial, it can also lead
particularly suitable for citrus fruits, to biased perception and to unnecessary
paprika and beta carotene. These reformulation. It can even lead to the in-
are ingredients frequently used in troduction of ingredients that are no bet-
the production of fruit sodas, sports ter, or are potentially worse, but which
drinks and other beverages. have a more positive perception profile.
Alland & Robert works very close- For this reason, consumers need access
ly with the biggest companies of to information that allows them to balance
the food & drinks industry, and the the perceived risk with the science-based
demand for a product like Instant information on which regulatory agencies
Soluble Gum Acacia 500I was high, have made their assessments.
especially for the manufacturing of
sodas in new and mature markets. Thorough market research, including sales Negative Characteristics
analysis and customer consulting, ensure consistency between the market de- The following characteristics of ingredi-
mand and this new product. ents that may create a negative image from a
The scientific approach of the research and development activities Alland consumer perception should be considered:
& Robert has lead allowed to identify and to confirm the key indicators meas-
uring the emulsifying power of the acacia gum. The researchers found that the Is the ingredient also used in non-food,
surface tension and the gums emulsifying capacity can, inter alia, depend on industrial applications?
the originating acacia gum country and on the soil composition. Many food ingredients that attract
Violaine Fauvarque, Marketing Manager for Alland & Robert notes: The public dislike are also found in non-food
lab has its own expert team working on new development projects. It took products. One of the foremost questions
about one year for the Alland & Robert team to create Instant Soluble Gum that product developers and ingredient
Acacia 500I. In the laboratory, the team realized oil-in-water emulsions based manufacturers should therefore consider
on flavor recipes [for instance with orange essential oils] using a semi-indus- is whether the ingredient is also used in
trial high pressure homogenizer to be as close as possible to customers con- industrial applications. Cellulose deriva-
ditions. The team ran tests to study long-term stability, and accelerated the tives are a good example of a category
ageing process of the emulsion. The study of the evolution of the size and the of food additives that are also found in a
distribution of droplets by laser granulometry allows A&R to determine the number of industrial applications, and are
performance of gum acacia and to select the best batches that will be dedi- thus subject to guilt by association. Exam-
cated to most demanding flavors and beverages industries. t ples include the use of cellulose deriva-
tives in tile adhesives, cement and gypsum
INGREDIENT MARKETING
A
dditives have never ance of food additives can Numbering System and have like, consumer familiarity and
been more important only happen if food producers corresponding E-numbers acceptance may be increased.
to food manufactur- and retailers communicate a in Europe. Examples include
ers, in light of the increasingly clear motivation for their use, methylcellulose (E461), hy- Disclosure Safety
complex food supply and de- including why they are used in droxypropyl methylcellulose Previous research suggests
velopments in food technol- food, in which products they (HPMC, E464) and cellulose that consumers are worried
ogy. However, the use of addi- are used, at what concentra- gum (E466). about the widespread use of
tives is an emotional topic that tions they are present, and These additives, also additives, and would like to
provokes a lot of consumer why they do not present a risk known as gums, are derived be better informed about the
concern (EUFIC, 2006), sim- to human health. from cellulose, itself a natu- potential health implications
ply because consumers do Cellulose derivatives are ral and sustainably sourced of their use and consump-
not understand the role these a good example of a fam- renewable material, which is tion (Tarnavlgyi, 2003; Euro-
additives play in enabling ily of additives on which little then modified to achieve func- barometer, 2006, 2010). Yet
healthier, more convenient information has been shared tionalities not seen in natural food additives are rigorously
and enjoyable lives. When this with the general public, even cellulose. Like other hydrocol- assessed and must meet strin-
knowledge deficit is coupled though they are versatile addi- loids, they are used in food gent regulatory standards,
with the vast amount of mis- tives with important function- products to thicken, gel and/ more so than some other food
information and conspiracy alities. The family of hydro- or stabilize, but they also help ingredients. The scientific risk
theorizing found on the inter- colloids have the polymeric during manufacturing proc- assessment of food additives
net, it is no surprise that con- backbone of cellulose, a natu- esses (improving textures and is highly complex and lay
sumers are suspicious about rally occurring and renewable giving better product behav- consumers lack the time or
the reasons for additives be- resource. They are defined ior during packing), increase motivational capacity to proc-
ing added to the foods they as INS 460-469 by the Codex shelf-life (thus reducing food ess this kind of information
are eating. Consumer accept- Alimentarius International waste) and preserve product (Hansen et al., 2003). It there-
properties during heating or fore falls to the food industry
microwaving. They also help to disseminate the informa-
to address demanding health tion in a way that takes into
and lifestyle requirements, by account both the conclusions
enabling the reduction and re- of the risk assessments and
placement of substances like the informational need of the
gluten, egg, meat, oil and fat. consumer.
For example, in recent years The safety of cellulose de-
the lives of celiac patients (and rivatives as food additives has
others who believe they have a been extensively evaluated by
gluten intolerance) have been regulatory bodies, including
significantly improved by the the former EU Scientific Com-
development of a much wid- mittee on Food, the WHO/
er range of gluten free foods FAO Joint Expert Committee
than were available before. on Food Additives (JECFA), the
By helping consumers to US Food and Drug Administra-
understand that these addi- tion and the European Food
tives enable the development Safety Authority (EFSA). These
of the products they need and evaluations have led to all cel-
lulose derivatives being allocated an Ac- to engage specific consumer groups that effect on the reduction of post-
ceptable Daily Intake (ADI) of not speci- directly benefit from certain additives. By prandial glycemic response are
fied. This means that cellulose derivatives, educating and engaging these groups important benefits for this specific
when used as food additives, will not have in terms of how cellulose derivatives can consumer group.
adverse effects on human health, even if benefit them directly, more information
consumed daily. In addition, there are sci- is tangibly transferred to consumers at Heart Health Organizations and
entific opinions from the European Food large. This helps to familiarize consum- Support Groups: The health claims
Safety Agency allowing claims for the ers with these additives in a positive and related to the use of cellulosic de-
reduction of post-prandial glycemic re- non-defensive way. Some of the consum- rivatives and their effects on the
sponse and maintenance of normal blood er groups that benefit from the use of cel- maintenance of normal blood cho-
cholesterol concentrations for products lulose derivatives are listed here: lesterol concentrations could ben-
containing HPMC. Meanwhile, methylcel- efit consumer groups with vascular
lulose has novel food status in Europe and Celiac Groups and Gluten Free difficulties in general and, specifi-
is a recognized source of dietary fiber. Advocates: Many gluten free products cally, patients with heart problems.
Again, these positive safety assessments in the market are made possible with
and opinions from scientific organizations, the use of HPMC. HPMC can mimic the Dysphagia Sufferers: Methylcellu-
as well as their regulatory status, need to water-absorbing and structural capacity lose is used in formulations for dys-
be highlighted. While positive opinions of gluten, allowing food manufacturers phagia sufferers who have difficulty
should be shared, negative claims and ac- to create gluten free foods that satisfy the swallowing. It enables the creation
cusations should also be addressed. Cel- dietary needs of consumers without com- of nutritional foods that are easy
lulose derivatives came under attack when promising on taste, look or feel. for these patients to consume and
Vani Hari described them as wood fillers, swallow.
claiming that they cheat customers by of- Vegans and Vegetarians: Some cellulose
fering less of a real product. Although it derivatives can mimic the structural func- Why are they Relevant?
is correct that cellulose can be derived tionality of protein in meat and eggs and Additives perform a variety of
from wood, cellulose derivatives and also allow for the replacement of animal- useful functions in food that con-
wood have no comparable functionality. derived gelatin. In this way, these prod- sumers often take for granted.
Moreover, cellulose derivatives are added ucts directly benefit vegans, vegetarians While additives are listed on the
to food at concentration levels of around and other consumers that have specific ingredient declaration, there is typi-
0.5% and therefore do not act as a filler. cultural and religious dietary require- cally no additional information as to
While such claims are biased and scientifi- ments (kosher, halal etc.). Cellulose deriv- their function. As a result, the con-
cally inaccurate, they trigger a chain reac- atives bring additional safety advantages sumer questions why they are there
tion of responses that lead to unfounded in that they can also significantly reduce and to whom they bring benefit: the
consumer concern, and potentially unnec- the potential for risks such as Salmonella consumer or the manufacturer.
essary product reformulation. contamination. Clear labeling provides the food
industry with an opportunity to pro-
Stakeholder Perception Diabetic Organizations and Support actively support the future of their
Another approach to improve con- Groups: The health claims related to products by educating the con-
sumer perceptions of food additives is the use of cellulose derivatives and their sumer. Indeed, some companies,
such as Nestl, already explain on
certain labels the role of some con-
Mars to Remove All Artificial Colors From Human Food troversial and non-controversial
ingredients in a move to make them
Mars has announced that it will remove all ar- more acceptable to consumers. This
tificial colors from its human food products as move to share information with the
part of a commitment to meet evolving con- consumer may enhance the reputa-
sumer preferences. Though many of the com- tion of the manufacturer and also
panys products are already free of artificial limit the power of sources of misin-
colors, by expanding the scope of the effort to formation. Just: Gluten Free Bakery,
its entire human food portfolio, Mars says it is a company based in the UK, has tak-
making a commitment of significant depth and en this concept online with its Tricky
breadth. Products across the range of the com- Ingredient Guide for HPMC. HPMC
panys chocolate, gum, confection, food and is described as sounds quite scary
drink businesses will be affected by the change, but its not, along with a brief expla-
which will take place incrementally over the nation about what it is, its safety and
next five years. why they use it in their products i.e.
Mars spokesperson Jonathan Mudd noted: to create the texture of real bread
We work with various suppliers to develop our colors, and we will continue and to help them freeze.
to do so as we seek to develop alternatives to some of the colors we are us- Cellulose derivatives offer a
ing now. As you can imagine, replacing artificial colors across all our products range of additional solutions to help
is a complex task. We need to identify winning formulas that meet our rigid food companies meet consumer
safety and quality standards, all legal and regulatory requirements and, most demands and these too should be
important, what our consumers tell us they want.t explained to the consumer. For ex-
ample, HPMC can reduce oil uptake