Front-of-Package Champs

When a label is clean enough, it deserves top billing

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.

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