Demand for a “clean label” has seen tremendous growth among consumers. Clean label is not a consistent term. It means many things to different groups. The baking, snacking and ready meals industry may be missing areas that consumers consider essential (sweeteners, sugar and salt reduction, artificial ingredients). Communicating clean label credentials can be tricky, as numerous pieces of legislation apply in different countries. Besides, many functional ingredients and vega demands used are not clean label, and alternatives are predominantly less effective and more expensive.