The clean label trend: An ineffective heuristic that disserves both consumers and the food industry?

Abstract What started around the late 2000s as the “Clean Label” (CL) trend has now become a meaningful segment of the food market, appealing to consumers who want foods made of a limited number of simple and recognizable ingredients. However, this description and tentative definitions of CL foods are vague, subject to multiple interpretations, and CL remains an informal denomination for foods, making consumers’ demands and food manufacturers’ offerings hardly compatible. Therefore, rather than attempting an illusory definition of CL foods, this narrative review aims to (1) show how CL appears to be a heuristic used by consumers to attempt to make safe and healthful food choices, (2) discuss how this heuristic overlooks many critical aspect of food safety and healthfulness and is consequently ineffective to guide consumers’ choices, and (3) discuss the implications of the CL trend on the food chain's stakeholders and their relationships.