As the clean label movement gains momentum, food and beverage manufacturers are taking the "less is more" route for the labels on their packages, as well as for the ingredients they contain.
However, sometimes labeling does not reflect exact ingredients and food manufacturers find themselves toeing the line between truth and questionable claims to sell a product.
For RXBAR, labels omitting ingredient specifics in favor of simple language and easy-to-identify items has raised questions about the authenticity of the bar.
It's possible some shoppers would choose a "cleaner" label instead of RXBAR if the company reverted back to its more detailed descriptions.
Consumer research supports such an outcome. According to Innova, 75 percent of U.S. consumers say they check ingredient labels, and 91 percent think the ones with recognizable ingredients are better for them.
And, in a Nielsen study from 2014, more than 60 percent said it was important in making purchasing decisions at the store for products to be free from artificial colors and flavors.
Unsurprisingly, watchdogs are eager to bring mislabeled products to the public’s attention.
thumbnail courtesy of fooddive.com