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SPECIAL REPORT: Consumers and ‘clean’ food: Where is the clean label trend going next?

'Clean label' is a term widely used in b2b communications, but Panera is one of the first major brands to talk about 'clean' eating with consumers

To the casual observer, ‘cleaning up’ our food sounds like an eminently sensible thing to do. But where is the clean label trend going, and is ditching every ingredient you can’t pronounce really the key to fixing the ‘broken’ food system (as Panera implies in a recent ad) or improving the health of people and the planet? 

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