Clean Label is the foundation of who are at Ulrick + Short. Yet, there is no official definition of what Clean Label actually is.
What Does Clean Label Mean?
‘Clean label’ as an industry term has now been around for over 30 years.
Initially, the clean label movement was born out of a desire to avoid genetically modified foods in the late 1990s.
It then evolved further into being concerned with removing e-numbers, artificial colours, additives as well as chemically modified ingredients from food
Now, the Clean Label food market has evolved from a niche trend to a mainstream expectation and has expanded to encompass a broader range of attributes.The concept is innately linked with the macro-trends we see in the food industry today including:
Health + wellness – adding beneficial nutrients and improving nutritional labels
Sustainability – environmental, ethical and economic
Free-from claims – plant based, gluten and lactose
It relates to foods that are manufactured for the consumer but reflect the ingredients you use if you were making it at home. It’s how the consumer perceives it to be simple and clean.
Adrian ShortFounder + CEO
What it means to U+S
Ulrick + Short is dedicated to developing transparent, clean label ingredients. What does this mean though?
For us, Clean Label is about creating a product only with ingredients that consumers can recognise and understand, rather than with chemicals or synthetic sounding names.
We aim to ensure that consumers understand what’s in their food and by doing so, reinforce trust in the product and brand. Giving consumers full confidence that the product they have purchased will meet their expectations for quality, safety and transparency.
HOW DO WE ACHIEVE THIS?
What makes Ulrick + Short’s products clean label?
Not many people realise the true potential that plants can offer. We harness the natural functionality of crops using physical processing methods.
Examples of Crops include:
Wheat
Maize
Tapioca
Pea
Bamboo
We apply our decades of knowledge and expertise to deliver clean label ingredient solutions . Because of this, all our products have simple to understand product declarations such as “maize starch”, “tapioca starch” or “pea protein”, whilst providing the functionality necessary for modern day processing methods.
In many cases, they even have declarations which consumers would find in their own cupboards such as “wheat flour” or “cornflour”.
As the clean label space continues to evolve, credibility and trust have never been more important. Providing consumers with products they can understand, recognise and ultimately, trust, is what drives us.
Martha WoodMarketing Lead
What's the future for Clean Label
Clean Label has never been more important.
Today’s consumers have more information than ever at their fingertips. Ingredient declarations, supply chains and production methods are becoming increasingly scrutinised.
In a world shaped by volatility, where uncertainty has become the new normal, trust comes at a premium. Consumers are looking for clarity, reassurance and honesty in the products they choose. For manufacturers, this means transparency is no longer a differentiator, it is expected. Transparent, reliable and honest information on products are essential to building and maintaining that trust.
