Beverage R&D

A clean baseline

Clean label expectations prompt innovation, education from suppliers, manufacturers

By Jessica Jacobsen

(Image courtesy of GNT USA LLC)

Advancements in data collection have offered businesses and even athletics greater insight into determining areas for improvements based on baseline metrics. However, when determining consumer sentiment or in-demand product attributes, it might be hard to define a clear baseline. But as better-for-you trends proliferate, the baseline for consumer packaged goods (CPG) is becoming more clearly defined.

“Consumer demand for clean label and non-GMO products continues to grow — and it’s not just a trend, it’s the new baseline,” says Kash Rocheleau, CEO at Icon Foods, Portland, Ore. “Today’s shoppers, especially Millennials and Gen Z, want to know what they’re putting into their bodies. They’re reading ingredient decks, avoiding artificial anything, and leaning into brands that prioritize transparency and simplicity.

“Clean label products that read like a recipe, not a lab report, are winning trust — and shelf space,” she continues. “Non-GMO has also become a proxy for ‘better for you,’ even if most consumers can’t explain the science behind it. Perception matters, and right now, it’s driving behavior.”

Ravi Arora, sales and marketing director at Global Organics, Cambridge, Mass., also highlights clean label’s position within consumable CPG markets.

“Consumer interest in clean label and non-GMO products continues to surge, driven by a growing demand for transparency, wellness and ingredient simplicity,” he says. “Clean label has evolved beyond just a trend — it’s now a core expectation, particularly in the beverage category.

“According to the Innova Top Trends Survey 2025, clean label is the No. 1 trend influencing food and beverage development,” Arora continues. “Nearly one in three consumers report that health and well-being is their top spending priority, fueling the shift toward beverages that support vitality, healthy aging and overall wellness.”

NEW purple Slice Cherry Cola healthy soda can with 4g sugar, prebiotics & probiotics.

Slice Cherry Cola features a mix of prebiotics, probiotics and postbiotics.

(Image courtesy of Suja Life LLC)

Emily Berg, marketing manager for beverages at Cargill, Minneapolis, notes that consumer purchase decisions are being influenced by ingredient lists.

“Our proprietary consumer research finds scrutiny of ingredient lists continues to intensify, with 67% of shoppers now saying they are extremely or very likely to check lists before buying,” she says. “That’s up 2 points from the previous year and marks the third consecutive increase.

“Ingredient avoidance remains the key driver of consumers’ scrutiny, but interest in seeking specific ingredients is closing the gap,” Berg continues. “While 63% of consumers say they check lists to avoid certain ingredients, nearly half (48%) report they’re looking for particular ingredients.”

Across varying demographics, Cargill’s research shows consumers are leaning into natural.

“This is especially apparent as interest in avoiding artificial ingredients continues to grow,” Berg says. “In our latest survey, one in five consumers (19%) stated they avoid artificial sweeteners, up 2 points from the previous year. Avoidance of other artificial ingredients, including dyes, is even higher. A third of consumers say they avoid these ingredients, up 9 points in the last year.”

Alice Lee, technical marketing manager at GNT USA LLC, Dallas, N.C., explains that clean label has been a motivator for consumers, but has been elevated thanks to increased coverage and education as of late.

“Clean label has become a key driver of purchase decisions across food and beverage categories,” Lee says. “There’s been a huge spike in consumer interest around what certain ingredients are, why they’re used, and what we should be putting into our bodies.

“The media coverage around ultra-processed products has been intensifying and shoppers have more access to information than ever in the digital age,” she continues. “As they become more educated, they’re increasingly seeking out products with clean, natural, recognizable ingredients.”

Hand squeezing lime into a tall glass of green drink with ice.

GNT offers its EXBERRY colors made from non-GMO fruits, vegetables and plants.

(Image courtesy of GNT USA LLC)

Authentic solutions

With clean, natural solutions motivating today’s consumer purchases, beverage-makers have a range of ingredient solutions to support this need state.

GNT’s Lee explains that the market has seen a general trend toward removing synthetic additives, particularly colors and preservatives.

“While the clean-label trend has been building steadily, recent regulatory developments are now acting as a catalyst,” Lee says. “The FDA and Department of Health and Human Services announced in April that they intend to eliminate all FD&C dyes. This obviously presents a challenge for manufacturers, but it’s also an opportunity to reset expectations, re-evaluate formulations, and align more deeply with evolving consumer priorities.

“Brands can take a more holistic approach to color reformulation — considering how natural colors, ingredients and storytelling work together to enhance consumer appeal,” she continues. “The shift invites innovation across the entire recipe, allowing manufacturers to create more authentic, clean-label beverages that not only meet compliance requirements but also build stronger emotional connections with their audiences.”

To support these shifts, GNT offers its EXBERRY colors made from non-GMO fruits, vegetables and plants.

“We use more than 30 different raw materials and they can be used to achieve a complete spectrum of bright shades,” Lee says. “For example, carrots, sweet potatoes, and blueberries can provide vibrant reds, oranges, and purples. We use the superfood spirulina to achieve blues and have developed a patented technology to allow it to remain stable in beverage applications, even under challenging conditions like low pH or pasteurization. Spirulina can also be combined with yellows such as turmeric or algal carotenes for green shades.”

“One of the biggest misconceptions is that ‘clean label’ means the same thing to all consumers — or that it applies equally across all beverage categories. In reality, label expectations vary widely. For a nutritional beverage, label expectations may be non-negotiable, but they may have different standards for a carbonated beverage.”

– Emily Berg, marketing manager for beverages at Cargill

Global Organics’ Arora highlights the emphasis placed on functional ingredients that boast a clean label perception.

“Beverage-makers are embracing clean label innovation by formulating with fewer and more functional ingredients — and ensuring those ingredients are easily understood by consumers,” Arora says. “There is a surge in demand for naturally functional beverages, including cactus water, coconut water and birch water, which provide enhanced hydration and essential minerals. Collagen waters are gaining popularity for their perceived skin and joint health benefits.

“Additionally, botanical- or adaptogen-infused drinks — such as those containing ashwagandha, mushrooms or tulsi — are sought after for their ability to reduce stress and boost vitality,” he continues. “Probiotic and prebiotic waters are also emerging as clean options to support gut health.”

Arora explains that Global Organics offers certified organic ingredients, natural colorants and alternative sweeteners to support these trends.

“Our rigorous quality assurance program includes third-party food safety audits, site inspections and accredited lab testing to validate the absence of pesticides and adherence to organic standards,” he says. “This approach ensures that beverage-makers can confidently meet consumer expectations for clean and safe products.”

Icon Foods’ Rocheleau adds that the use of clean label ingredients for functional beverages can be seen in a host of products, including hydration, energy, gut health as well as immunity.

“We’re seeing momentum behind enhanced waters, probiotic sodas, kombuchas and plant-based protein drinks — especially those that ditch artificial colors, preservatives and synthetic sweeteners,” she says. “Ready-to-drink teas and coffees formulated with stevia or monk fruit are also on the rise, positioned as cleaner alternatives to their traditional counterparts.

“The takeaway; consumers are gravitating toward brands that blend functionality with transparency and taste,” Rocheleau continues. “It's no longer just about cutting sugar — it’s about creating something they feel good about drinking every day.”

Beyond function and color, though, sweetener solutions that support clean label trends also have a high interest from formulators.

“On the sweetener front, stevia is a clear winner,” Cargill’s Berg says. “While artificial sweeteners continue to score low in our proprietary research, stevia enjoys broad acceptance. Cargill’s stevia portfolio includes Truvia and ViaTech stevia leaf extracts, as well as EverSweet stevia sweetener, and it’s backed by experts who can help developers build the best sweetening solution for their unique sugar-reduction needs.”

Icon Foods’ Rocheleau also points to natural sweeteners proliferation as consumers turn to clean label.

“We’re seeing a major lean into natural sweeteners like stevia (especially Reb M) and monk fruit — both are non-GMO, plant-based, and deliver the sweetness consumers want without the baggage of added sugars or artificial aftertastes,” she says.

Rocheleau also calls attention to the opportunity that soluble fiber can offer in terms of clean label as well as other in-demand product attributes.

“They’re also turning to soluble fibers like tapioca fiber and inulin to support gut health and improve mouthfeel,” she says. “These ingredients offer subtle sweetness and can help brands reduce sugar without compromising texture or flavor.

“And when you combine a functional fiber — for gut health claims and that creamy mouthfeel — with a high-intensity sweetener like Reb M or monk fruit that’s when the magic happens,” Rocheleau continues. “You get clean label, sugar reduction, and functionality all in one sip.”

Cargill’s Berg also touches upon the importance of maintaining texture expectations when developing clean label beverages.

“Beyond sweetness, texture and mouthfeel matter, too,” she says. “Hydrocolloids often star in these roles, but many come with unfamiliar names. Among the hydrocolloids included in our annual ingredient survey, pectin earns top scores for familiarity and health perception. Over half of consumers report they are very or somewhat familiar with the ingredient.”

Different strokes for different folks

As formulators look to craft clean label beverages for consumers, experts explain that varying definitions amongst shoppers can limit engagement. Because of this, clarity and education will be vital for manufacturers.

“One of the biggest misconceptions is that ‘clean label’ means the same thing to all consumers — or that it applies equally across all beverage categories,” Cargill’s Berg says. “In reality, label expectations vary widely. For a nutritional beverage, label expectations may be non-negotiable, but they may have different standards for a carbonated beverage.”

Global Organics’ Arora highlights the various terms that can at times confuse consumers and how beverage-makers can avoid that confusion.

“Clean label can be ambiguous because there is no formal regulation defining the term,” he says. “This often leads to consumer confusion. Many assume that the word ‘natural’ is synonymous with ‘clean,’ or they struggle to differentiate between ‘non-GMO’ and ‘organic.’ Others may believe that fewer ingredients automatically mean a healthier or cleaner product, without accounting for the quality or processing of those ingredients.

“From a Global Organics perspective, consumer education is key,” Arora continues. “Clean label should emphasize ingredient simplicity, minimal processing, ethical sourcing and transparent labeling. Packaging and marketing efforts should clearly communicate what makes a product clean — especially when using terms like ‘non-GMO,’ ‘free from,’ or ‘sustainably sourced.’”

GNT’s Lee adds that because clean label and natural have no legal definition, it is important for brand owners to communicate clearly to consumers.

“Our plant-based colors can be described on the label in a way that’s easy to understand, such as ‘fruit and vegetable juice for color’ or ‘spirulina extract (color),’” she says. “Brands can also use front-of-pack logos saying their beverages are ‘colored with fruits and vegetables’ and can even use storytelling on packaging or websites to explain how the colors are made.”

Beyond the different interpretations of clean label amongst consumers and the need for clarity, Icon Foods’ Rocheleau explains that functional ingredients also require explanation to consumers.

“When you include ingredients like erythritol or soluble tapioca fiber, it’s important to tell the story behind them,” Rocheleau says. “These are naturally derived, well-researched ingredients that bring real value — like reducing sugar, supporting gut health, or improving texture and stability. But if consumers don’t recognize them or understand their benefits, they may hesitate.

“Clarifying clean label starts with transparency and education,” she continues. “If you’re using monk fruit or Reb M, explain what it is and why you chose it. If you're using a prebiotic fiber like soluble tapioca fiber, highlight that it comes from cassava and supports digestive wellness. Consumers want to feel confident in what they’re putting in their bodies. The more we explain our choices, the more trust — and loyalty — we earn.”

Although clean label is a driving force in beverage manufacturing, to keep this momentum going, education will play a greater role in the years to come.

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Applied Food Sciences (AFS) announced the launch of PurGinseng, a premium, highly water-soluble 100% Panax ginseng extract poised to simplify food and beverage formulation. Ideal for applications such as beverages, stick packs, and effervescent tablets, PurGinseng offers an innovative solution for brands seeking to enhance their product offerings with adaptogens, it says. PurGinseng is sourced exclusively from 100% non-GMO Panax ginseng root and standardized to contain 8% (plus or minus 3%) ginsenosides, the active compounds responsible for ginseng’s potent health benefits. These ginsenosides have been shown to offer numerous health benefits, including enhanced physical and mental performance, improved stress response, and bolstered immunity, according to the company. Applied Food Sciences also announced that PurGinseng has achieved GRAS (Generally Recognized As Safe) determination for a Panax ginseng ingredient standardized specifically to ginsenosides. “At Applied Food Sciences, our mission has always been to push our capabilities of innovation in the natural ingredients space,” said Loretta Zapp, CEO of Applied Food Sciences, in a statement. “We recognized the growing demand for adaptogenic ingredients that could deliver real, measurable benefits, especially in the functional food and beverage industries. But we also knew that safety and regulatory approval were critical for any new ingredient to succeed in today’s market. That’s why achieving self-determined GRAS status for PurGinseng was a top priority. It allows brands to confidently integrate this powerful, time-tested adaptogen into their products, knowing that it meets the highest safety standards.”

Quality Smart Solutions has launched GRAS Experts, a new division aimed at tackling ingredient safety concerns and helping businesses stay ahead of regulatory changes and avoiding recalls. “Everyone’s talking about food safety right now, and for good reason,” said Andrew Parshad, president and founder of Quality Smart Solutions, in a statement. “The McDonald’s recall is a stark reminder of what can happen when ingredient or food safety isn’t airtight. GRAS Experts was created to help businesses avoid these exact scenarios by ensuring their ingredients are proven safe and fully compliant with evolving regulations.” As more companies face scrutiny over what goes into their products, the GRAS (Generally Recognized as Safe) process has become a critical standard for ingredient approval. GRAS Experts simplifies this complicated process, providing businesses with expert guidance to secure GRAS status for their ingredients, navigate Health Canada approvals, and meet EFSA Novel Food regulations. Additionally, the Toxic Free Food Act just introduced, complicates the compliance process. The issue being the self-affirmed GRAS pathway (not filing with FDA) gives any novel ingredient supplier the ability to put together a dossier or evidence without a government agency vetting it. The Act proposes to end that and require that novel ingredients mandatorily be filed with FDA. GRAS Experts was designed to successfully navigate this process, it says. With a dedicated team of regulatory specialists, GRAS Experts takes the stress out of compliance, helping food manufacturers and ingredient suppliers prevent costly recalls and protect their reputation.

NutriScience Innovations LLC announced its acquisition of XSTO Solutions LLC, a value-added supplier of nutraceutical and functional ingredients. The transaction adds six new branded products to NutriScience’s portfolio of ingredients and strengthens the company’s role as a preferred ingredient supplier to leading brands in the wellness, food and beverage industries, offering innovative ingredient solutions that meet consumer demands across all key health benefit categories, it notes. The new products feature unique benefit areas and include PepZinGI (gut health), K2Quest (bone and cardiovascular health), BenfoPure (blood glucose control), and NiaXtend (cardiovascular and healthy lipid level support), among others. “We are excited to partner with XSTO as we continue to grow NutriScience. We have deep respect for Francis Foley and Daniel Murray and admire the organization and reputation they have built over the last two decades,” said NutriScience CEO Alan Yengoyan, in a statement. “XSTO aligns perfectly with our mission to deliver science-backed, effective nutritional solutions that consumers want. This acquisition not only strengthens our portfolio but also enhances our ability to serve our customers and supply partners in the industry.”

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Quality Smart Solutions has launched GRAS Experts, a new division aimed at tackling ingredient safety concerns and helping businesses stay ahead of regulatory changes and avoiding recalls. “Everyone’s talking about food safety right now, and for good reason,” said Andrew Parshad, president and founder of Quality Smart Solutions, in a statement. “The McDonald’s recall is a stark reminder of what can happen when ingredient or food safety isn’t airtight. GRAS Experts was created to help businesses avoid these exact scenarios by ensuring their ingredients are proven safe and fully compliant with evolving regulations.” As more companies face scrutiny over what goes into their products, the GRAS (Generally Recognized as Safe) process has become a critical standard for ingredient approval. GRAS Experts simplifies this complicated process, providing businesses with expert guidance to secure GRAS status for their ingredients, navigate Health Canada approvals, and meet EFSA Novel Food regulations. Additionally, the Toxic Free Food Act just introduced, complicates the compliance process. The issue being the self-affirmed GRAS pathway (not filing with FDA) gives any novel ingredient supplier the ability to put together a dossier or evidence without a government agency vetting it. The Act proposes to end that and require that novel ingredients mandatorily be filed with FDA. GRAS Experts was designed to successfully navigate this process, it says. With a dedicated team of regulatory specialists, GRAS Experts takes the stress out of compliance, helping food manufacturers and ingredient suppliers prevent costly recalls and protect their reputation.

According to the Association of Vanilla Exporters of Uganda Limited (VANEX), the country exported a record 604 metric tons of natural vanilla in 2024. This comes at a time when government involvement in market-leading vanilla countries like Madagascar and tariff uncertainty in the United States are driving food and beverage brands to expand the scope of their vanilla sourcing. Uganda offers a sturdy primary or complementary source of vanilla — helping fortify supply chains while maintaining a consistent taste experience. Uganda shares the same creamy vanilla cultivar, Vanilla planifolia, with Madagascar, though Ugandan vanilla is often noted for imparting subtle flavor nuances like buttery cacao and fig in sweet goods, beverages, ice cream, and more. “Brands want to diversify their sourcing,” said Henry Todd, vice president of international operations for flavor supplier Virginia Dare, in a statement. “When the world relies too heavily on a single origin, it creates price and supply volatility that ultimately impacts the end consumer. That kind of instability can drive brands toward synthetic alternatives, which compromises the premium flavor experience that natural vanilla provides. Virginia Dare is proud to offer Ugandan vanilla — our customers love its sweet, creamy taste with subtle notes of cacao and leather.”
IminoTech Inc. announced new clinical research demonstrating that Q-actin, its patented cucumber (Cucumis sativus) extract standardized to greater than 1% ido-BR1, significantly improves sleep quality and finger dexterity in healthy older adults. The 12-week randomized and placebo-controlled study was published recently in “Frontiers in Nutrition.” “Sleep disturbances are increasingly common with age and often managed with pharmaceuticals that can have undesirable side effects,” said Dr. Amanda Lloyd, lead author of the study, in a statement. “Our findings suggest that Q-actin offers a gentle, effective, and natural alternative by supporting the body’s own melatonin pathways.” Q-actin has already been clinically validated for joint comfort and mobility. This new research expands its portfolio of benefits to include sleep and cognitive wellness. Study participants experienced increases in urinary melatonin metabolites and meaningful improvements in neuromuscular function. “We’re excited to see Q-actin demonstrate such broad potential across physical and mental wellness,” said Shil Kothari, CEO of IminoTech, in a statement. “A natural ingredient that supports joint, sleep, and cognitive health from a single low daily dose of just 20 milligrams opens exciting formulation opportunities for supplements and functional beverages.”
PURE Bioscience Inc., creator of the patented non-toxic silver dihydrogen citrate (SDC) antimicrobial, announced an innovative application method for membrane treatment in the dairy and beverage industry using its flagship product, PURE Hard Surface. This solution addresses common membrane fouling and sanitization challenges, delivering outstanding results that enable operators to restore throughput and sanitize the membrane without damage or oxidation, the company says. Tom Myers, executive vice president of technology and development at PURE Bioscience, stated: “The introduction of PURE Hard Surface to the Dairy and Beverage industry represents a significant advancement in membrane treatment technology. This product delivers unmatched efficiency and enhances filtration operation and longevity.” PURE Hard Surface effectively removes fouling, restores flow, and delays the need for membrane replacement without compromising membrane integrity, it shares. In practical applications, our treatment has shown complete membrane penetration within 5 minutes for reverse osmosis (RO) systems, effectively scrubbing away fouling and restoring throughput. Similarly, our ultrafiltration treatment (UF) systems resulted in immediate penetration and unmatched restoration of throughput while sanitizing to meet stringent quality specifications.