Natural and organic shoppers can be a skeptical bunch, flipping every box to read the label, squinting in the fluorescents to make out the small type. The clean-label movement is not for them. The real potential lies using the inherent simplicity of clean labels to get healthier items into the grocery carts of shoppers who rarely—if ever—read a label.
In food, a clean label is a simple one with bold type, no squinting required. If the ingredients
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