Brewing Trust with Clean Label, But at What Cost?
Clean label is largely driving the consumer demand in the tea and coffee industry. Image credit: Parker Development
‘Clean label’ may be the latest marketing trend – responding to growing consumer demand – but the transition to clean-label ingredients is not an easy one, as consumers will not pay for lower quality or mediocre taste, and are suspicious of greenwashing. By Vladislav Vorotnikov
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Topics
clean label consumer expectations consumer research greenwashing natural vs artificial flavours origins
PeopleLisa Hammonds Molly Hamilton Nandini Roy Choudhury Shabnam Weber Vladislav Vorotnikov
OrganisationsClean Label Project Full Time Leaf Company Tea and Herbal Association of Canada Tea Association of the USA
