The food industry has started to respond to the increasing consumer demand of such clean label products by supplying food products that are perceived as 'cleaner' (Katz & Williams, 2011). For example, in 2010 Heinz tomato ketchup was reformulated to remove high fructose corn syrup from the ingredient list and was renamed as Simply Heinz.. In recent years, "clean label" has become a trendy term in the food industry, spurring innovations in food product development. While the concept of "clean label" is relatively new, without any legal definition, it has a high market appearance and industrial relevance.

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The food industry is meeting the growing consumer demand for such "clean label" products by offering foods that feel cleaner . For example, in 2010, Heinz tomato ketchup was reformulated to remove the high fructose corn syrup from the ingredient list and renamed it Simply Heinz [ 30 ].. Much like the famous pronouncement on obscenity, consumers know what clean label is when they see it. The growing preference for food and beverage ingredients perceived as somehow "clean" is a global phenomenon, says Dave Lundahl, founder and CEO of the behavioral research firm InsightsNow, which has been tracking this consumer segment extensively for the past four years.