It may have started with the Millenials, but according to Phil Lempert The Supermarket Guru, the Clean Label movement has gone mainstream:
However, consumers’ desire for information regarding the food they eat extends beyond reading labels. A recent study conducted by Harris Poll and commissioned by Digimarc Corporation stated 78% of respondents want more information about a product after reading a description on its package in the store. Today’s food manufacturers are tasked with providing clear and consistent product information across all communication channels to shoppers.
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