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What’s new and next in clean label? Food and drink manufacturers are now facing government led
pressure for clean label on top of consumer demand, with regulatory moves such as additive bans
accelerating reformulation timelines and turning once voluntary removals into non negotiables.

What’s next is fragmentation, as brands navigate regulatory defined clean label in some markets,
intensifying ultra processing debates in others, and rising pressure to prove functionality, sustainability and
cost competitiveness. This will make reformulation strategy, not marketing, the real battleground.