Date: 21/10/2025

In recent years, the demand for more natural, transparent, and healthy foods has driven a real transformation in the food industry. Consumers are increasingly aware of what they consume and demand clear labels and recognizable ingredients, in line with the concept of clean label, which is the trend driving the food industry.

A survey organized by the GNT Group in 10 countries found that two-thirds of consumers usually check the ingredients of products. As a result, the industry is seeking transparency and simplicity in the formulation of its products.

The clean label movement emphasizes the reduction of artificial additives, prioritizing natural, recognizable ingredients that are in line with the expectations of consumers who are increasingly attentive to health, transparency, and the quality of the food they consume.

Topics covered in this article:

Discover the concept of “Clean Label”

The term clean label refers to the practice of making food products with simple, natural ingredients that are easily recognizable by consumers, avoiding artificial additives or complex chemical components. The main objective is to offer transparency, safety, and clarity on the label, allowing consumers to know exactly what they are consuming. It is not just a matter of “reducing additives,” but of balancing functionality and naturalness. (Creswell, 2018).

In addition, clean labels directly influence consumer confidence. According to Euromonitor International, global sales of foods that follow the Clean Label movement were estimated to be worth US$180 billion in 2020, the date of the last assessment.

Products with clear labels and short ingredient lists convey credibility and quality, strengthening the relationship between brand and consumer. For the industry, this represents opportunities for innovation, allowing new products to combine functionality and flavor and gain positive perception, meeting the growing demand for healthier and more sustainable foods.

Characteristics that make a food Clean Label

A food classified as clean label stands out for offering transparency, simplicity, and reliability, going beyond the reduction of additives. Among the main attributes that define these products, we can highlight:

● Natural ingredients: prioritizing components sourced from nature, such as fruits, vegetables, grains, and herbs, avoiding synthetic or artificially processed substances.

● No artificial additives: eliminating preservatives, artificial colors, and flavorings, keeping food purer and more recognizable to consumers.

● Clear and transparent labeling: simple labels that are easy to read and understand, without complex technical terms that could confuse consumers.

● Sustainability: preference for ingredients from responsible sources, with production practices that respect the environment and promote social responsibility.

● Traceability and safety: This refers to the ability to track the origin and entire production process of a product's ingredients, from the field or animal husbandry to the final food product, ensuring that they are natural, non-GMO, and free of pesticides, in a manner that is completely transparent to consumers.

Invisible ingredients in action: practical examples in the MBRF Ingredients portfolio

In the context of clean label, many industries face the challenge of maintaining product functionality, texture, and flavor while preserving the simplicity and naturalness of the label. One strategic solution is invisible ingredients, which perform important technical functions without appearing prominently on the ingredient list.

To understand how this approach works in practice, we can analyze two products from the MBRF Ingredients portfolio that exemplify its application.

● NatSense®

NatSense® Natural Meat Flavors are versatile and can be used as preservatives or flavor enhancers. The preservatives are obtained through slow cooking, similar to a broth, ensuring maximum aromatic expression.

Produced from fresh animal raw materials from the MBRF integrated chain, these flavors can be applied both in the creation of new flavors and in the processing of final products, in savory or sweet bases, including foods intended for human consumption or pet food.

In this way, NatSense® allows manufacturers to add depth and authenticity to the flavor of their products, aligning with clean label practices.

● Soy Proteins

Just as NatSense® flavors act on taste, soy proteins and flours enhance texture, retain moisture, and improve juiciness. Obtained from grains treated thermally using specific technology, they offer stability and technological consistency in various applications, such as processed meats, sausages, sauces, soups, and baked goods.

By providing important functionalities without the need for complex artificial additives and being easily declared on the label, these proteins allow manufacturers to develop functional, reliable, and transparent products, aligning technology and naturalness in line with consumer expectations.

Final considerations

Invisible ingredients have proven to be strategic tools for the food industry, allowing products to maintain quality, functionality, and flavor while preserving label simplicity and transparency. They connect technological innovation with growing consumer demands for more natural, healthy, and reliable foods, strengthening the relationship of trust between brands and the public.

By understanding the concept of clean label and the characteristics that make a food adhere to this movement, such as natural ingredients, minimal processing, clear labeling, and food safety, manufacturers are able to develop products that meet current market expectations without compromising performance or stability.

For industries seeking alignment between functionality and naturalness, solutions such as Natural Meat Flavors and the Soy Protein portfolio exemplify how invisible ingredients can be applied efficiently, offering technological predictability and sensory consistency in various food categories.

If you want to explore more about invisible ingredients and clean label solutions, check out the complete MBRF Ingredients portfolio and discover how to innovate in your formulations while maintaining transparency and quality for the consumer.