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Clean label is a term that is in a constantly evolving, malleable to the demands of the global consumer. Global brand owners are continuing to show a keen interest in not only keeping pace with front runners in terms of clean label reformulation, but also in determining what the next level of “clean” could entail in a practical sense. The more traditional clean label claims such as no artificial and all natural claims may not be enough in the years to come, but for now, these claims are flourishing in developed markets.

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