A simplified, clean label increases shelf appeal
In the past, shelf life was a major concern amongst food producers. How long an item could remain on a shelf without spoiling led to a battle in terms of new additives and chemicals to keep food fresher longer. As time passed by, consumers became wary of chemicals with long, unwieldy names that no longer resembled the real world foods to which they were accustomed. Trends have changed to include the growing desire for simple, easy to read labels with clear designations of what kinds of ingredients and additives are used. Counterintuitive to previous conceptions, the fewer preservatives used means a product spends less time waiting on a shelf. Clean labels inspire trust and raise the attractiveness of a product over its more obfuscated shelf mates.