Clean label trend: Why food safety is most important aspect for Middle East consumers

Clean label is a consumer driven movement, demanding 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. Products consumers recognise and think of as wholesome—ingredients that consumers might use at home. One major retailer in Canada is looking to reduce ingredients in some of their products to a maximum of 8.

By Guan Yu Lim,

The most dominant clean label trend across the Asia, Middle East and Africa (APMEA) region is the importance of safety, according to new research by Kerry.

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