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Millennial Moms Want Food/Beverage Transparency, And Are Increasingly Getting Just That

August 10, 2016: 12:00 AM EST
CPG food and beverage brands are increasingly aware that health-conscious Millennial consumers are concerned about the ingredients in the products they buy, and where they came from. Even companies like healthy beverage producer AquaBall, which introduced a novelty round-shaped package several years ago, concluded that the ingredients list was more important than package shape. To remove preservatives, it had to switch to a process that precluded the round shape. It ended up with oval. A large number of CPG firms are cleaning up their nutrition panels by reducing the overall number of ingredients, and particularly preservatives, artificial flavors and colors, and even strange-sounding but natural substances. “Transparency is the coin of the realm,” said Campbell Soup CEO Denise Morrison recently.
Dale Buss, "Clean Labels Become CPG Imperative in Era of Healthier Food", Brandchannel, August 10, 2016, © Interbrand
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