Exploring the concept of making use of as few, natural and environmentally-friendly ingredients as possible that consumers recognise as wholesome, natural and good for not only the body and mind, but for society and the environment, too. We also delve into the trend’s tie to better-for-you and concepts like free from, organic, whole grain and specialised lifestyles, like plant-based, keto and kosher, among others. However, the trend comes with its own challenges – what are these? And how is it affecting reformulation and the development of new products?
