Open up a menu in a trendy restaurant or stroll down the aisle of your local grocery, and you’ll find terms like “minimally processed,” “sustainably sourced,” or “local.” They’re joining terms that have been around for a while like organic and natural. Gluten-free is popping up quite a bit, as well as superfood, probiotic, grass-fed, free-range and hormone-free.
As consumers become pickier about the food they choose, food producers are looking for ways to provide the kinds of products consumers want. And they need words that signal to the consumer what their product does (or does not) contain.
Some of the terms, like organic and gluten-free, are regulated, meaning if they show up on a label, the producer or manufacture has adhered to guidelines provided by the regulatory body necessary to receive the rating. Other terms, like “natural” are a bit more nebulous. There’s no government entity that defines what “natural” means to a food manufacturer.
And so with a new vocabulary needed to know what’s going on in the food aisle, shoppers have grown savvier. According to a recent study by Response Media, an overwhelming majority of consumers say that transparency is important in the food products they buy. They want to know what’s in it and where it comes from. And many are willing to do the research required, or at least consult their favorite food blog to learn about the latest food and nutrition claims.
Start-ups companies are finding great success capitalizing on these new food trends, attracting new consumers, not to mention venture capitalists and investors with seed money to fund expansion. Large food corporations aren’t staying on the sidelines either. Companies like Campbell Soup Company, Hormel and Hillshire are rolling out brands that appeal to today’s consumers alongside their traditional labels.
Avure has assisted many companies in providing the cleaner labels consumers are looking for. High Pressure Processing (HPP) extends shelf life without additives or preservatives allowing ingredient lists to be significantly shorter (and easier to read).
