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by Blair Norfolk |

As makers of additive-free, wholefood supplements, we’re obviously pretty excited about the public’s mounting interest in clean eating. And as champions of brand transparency, we’re following one very interesting side effect of the clean eating movement very closely: the clean label trend.

I call it a trend, but I sincerely hope that it’s more than that. I hope, and tentatively believe, that it’s a shift toward something more permanent. A more sustainable and honest approach to food production from the very beginning of the supply chain to the supermarket shelves.

Most importantly, what is a clean label? The term literally refers to the label on food packaging, specifically the nutritional panel and ingredients list. But the term is more accurately referring to the food inside that package. People are demanding “real” food that doesn’t contain artificial ingredients, synthetic chemicals and in some cases, even natural additives like flavourings. If a food is free from these ingredients, the label should be clean; that is, its ingredients list should be easy to read and the consumer should recognise and be able to pronounce every ingredient listed there.

Activated Nutrients Daily Superfood for Men and Women is a good example. Not only is it made entirely from wholefoods, the label lists every single ingredient. And we took it one step further, listing the exact quantity of every ingredient as well. Quality, transparency and authenticity are at the core of our company’s mission, so there was no way our labels were ever going to be anything but clean.

As I said, I’m all for a move toward widespread brand transparency and, of course, accountability for the companies providing the public with food. But we did want to raise one issue regarding fortification in food.

Fortified foods are enriched with nutrients – usually iron, probiotics and/or a range of vitamins. It can be hard to get all the vitamins you need in the modern-day diet, which is why many everyday foods are fortified. When food products are made with nothing but the essential ingredients required to produce it, they won’t be fortified because those nutrients aren’t elemental to the product.

If you’re moving toward or already maintaining a clean label lifestyle, be sure to keep your nutritional intake in check. To help you do that, my top recommendation would be to add a wholefood, nutrient-dense and clean supplement to your daily diet. Activated Nutrients Daily Superfood for Men  and Women were specifically designed to be nutritionally-complete and I’m proud to say it’s clean as can be.