Clean label isn't a claim, it's a formulation strategy
What “clean label” actually requires from a formulation standpoint, and why treating it as a marketing checkbox rather than a design constraint leads brands astray.
What's inside
Clean label sounds simple until you try to formulate for it. Removing excipients, colours and allergens changes stability, mouthfeel and shelf life in ways that marketing teams rarely see. This article sets out what clean label really demands at the bench, and why treating it as a checkbox rather than a design constraint is where brands get into trouble.
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