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It is not surprising, because healthy eating has become an integral part of modern life. Every year, consumers become more aware of the composition of the foods they choose for their diet. This approach ensures that everyday food is healthy and, last but not least, safe. Fortunately, more and more manufacturers are trying to match modern trends and produce products that meet these criteria.

By the way Shape matters: how to choose the right kind of pasta for your dish

What is the concept of “clean label”

Consumers, when they go shopping for healthy food, try to choose something that will be beneficial (or at least harmless) to their health. However, among the variety of marks on product labels, it is easy to get confused. Many are familiar with terms such as “organic product”, “without GMO” or simply “natural”but few of us have heard of the concept “clean label”.

For the first time the concept of a clean label was formed in Great Britain at the turn of the millennium. The reason for its appearance was the increase in the number of consumers who were concerned about the presence of “E-substances” in food and their impact on health. Representatives of the food industry went to meet people halfway and began to manufacture products without artificial components. Subsequently, this trend has spread throughout the world.

The concept of “clean label” (from the English “clean label”) is a term that manufacturers use to refer to products made from only the simplest and most understandable components that are available to the consumer. In essence, the term “clean label” provides a new principle for the production of food products that:

  • were subjected to minimal processing;
  • made according to simple and understandable recipes;
  • contain a short list of ingredients that are easy to pronounce (components with complex and long names are perceived by the consumer as artificial, and therefore as unhealthy);
  • made from natural ingredients without the addition of artificial additives and preservatives.

That is the mark clean label on the label indicates that the product is “pure”, and, therefore, as simple as possible, natural and harmless.


“Clean label” on the label indicates that the product is “clean” / Photo by reddit

What Research Says

According to data of the international agro-industrial corporation ADM, the naturalness and safety of food is a global trend. The European market is consistently showing a growing trend in the popularity of natural foods and drinks among consumers: if in 2013 this segment was 30%, then in 2017 it was almost 32.5%.

The Ukrainian market is also responding to global changes in the field of nutrition. Despite the fact that the purchasing power of Ukrainians is limited, they increasingly prefer natural products. According to research conducted by Nielsen, 75% of Ukrainian consumers check the composition of products, and 73% are willing to pay more for natural products. The most undesirable ingredients for both Ukrainians and Europeans are artificial additives and dyes (80%), as well as antibiotics, hormones (80%) and GMOs (74%).

Therefore, as statistics show, concern for one’s own health and interest in healthy products, including in the category of baby food, is growing. The general trend for Ukraine and Europe is that most consumers choose for their daily diet products in which No artificial flavors, colors, flavor enhancers, GMOs, hormones or sugar. Also for consumers, it is equally important in what conditions the product is produced: water quality and production standards. This is due to the fact that the concept of naturalness is closely intertwined with the safety of the product.

In this regard, innovative solutions for product safety control appear every day, such as smart packaging or smartphones with special applications for controlling the composition.


Pasta is one of the cleanest products / Photo unsplash

What Ukrainian manufacturers offer

Given the above factors, the concept of “clean label” in the food industry is a response to the growing demand for naturalness, and the sale of natural products is becoming a kind of “business trend” among manufacturers. Trying to adapt to the new challenges of our time, Ukrainian manufacturers are increasingly offering their consumers the most natural products without artificial additives, actively adopting European production and quality standards. This is especially important when it comes to foods that are the basis of the daily diet, such as pasta or bread.

Impurities in pasta – taboo

With all the standards of manufacturing and storage of products, buying high-quality pasta today is still that quest. The consumer needs to unravel a number of tricks used by manufacturers and marketers.

As we have already noted, according to the classical technology, pasta is made only from flour and water. Therefore, it is extremely important to choose products from a well-known brand, because often small producers use worse quality flour to save money – with a low gluten index and even with the addition of first grade flour, which in turn leads to the fact that the pasta is darker, boiled and stick together during cooking . In addition, we often find other ingredients on the label. The presence of some of the components is quite justified, but some have you alert.


Products of TM “Taya” do not contain any artificial additives / Photo TM “Taya”

The most common impurities in pasta:

  • Corn, buckwheat and other types of flour – for a variety of tastes.
  • Spinach, beet or carrot juice, tomato paste, cuttlefish ink – as a dye. (By the way, pasta is tinted black not only with cuttlefish ink, but also with activated charcoal.)

All these impurities are natural, and therefore can be contained in safe pasta products.

Beware of artificial colors. Natural ones do not give a rich color. That’s why, snatching bright pasta on the store shelf, keep in mind: they are tinted with synthetic dye. Consider: Does your family, especially children, need a colorful synthetic dish?

Read also How much pasta Ukrainians eat and how to choose a quality product

Proper pasta is clean and nutritious. Choose products that are made from high-quality flour and pure water, and if colored, then only with natural dyes. We assure you: natural tastes better!