Clean label demand in health products maintains hold in Asia-Pacific and Europe

01 Sep 2021 --- Not all products targeting health and well-being are created equal. Rising consumer awareness has prompted reformulations of naturally sourced nutritional supplements free of synthetic additives. This year, Asia-Pacific markets have observed significant traction for the clean label positioning on the back of higher living conditions, following similar successes in Europe.

NutritionInsight spotlights key players targeting the intersection of health and naturality, who have rolled out launches of probiotic cheeses, adaptogenic cannabis and mushroom bites, as well as natural fermentation-based coenzyme Q10 (CoQ10).

Defining clean label
A significant challenge is clearly defining what is meant by a “clean” supplement, Alexandre Magnin, sales and marketing manager at Kaneka Nutrients Europe (Kaneka Medical Europe), tells NutritionInsight.

“As there is no exact definition of what it encompasses, it is crucial to make sure individuals involved in the process are aligned and use the right ingredients – this is especially true when working with an external formulator or contract manufacturer,” he notes.

“Of course, the number of partners makes it that much more difficult to communicate your clean label definition and underlying values, while guaranteeing they will be respected every step of the way.”

Kaneka specializes in clean label fermentation-based ubiquinol – an electron-rich form of CoQ10. (Credit: Kaneka)Manufacturing costs are also to be taken into account as producing a clean label supplement requires a higher degree of precision. “Some traditional ingredients – used for stability, coloring, taste – cannot be used, meaning a natural alternative has to be found,” Magnin highlights.

“With the lack of regulation on the clean label market, a competitor could falsely advertise a supplement as ‘clean’ at a lower price, fooling the customer with a false claim.”

Ensuring water purity throughout the whole manufacturing process is also another key area for consideration, alongside achieving ingredient stability.

“Ingredient stability is a crucial yet not so easy to achieve task, especially when combining two micronutrients in the same capsule, and requires you to find the right formulating partner who shares your values, if you can’t formulate in-house,” says Magnin.

Key markets for clean label
The Asia-Pacific region appears to demonstrate an increasingly strong demand for clean products, which can be explained by extensive time and budgets invested in R&D in those countries, Magnin comments. 

“More and more consumers are also experiencing higher living conditions and have growing concerns about the ingredients used in purchased food products,” he remarks.

“As it is the case in other regions of the world, Asian consumers show a high propensity toward adopting a cleaner diet and, faced with a more diverse marketplace with a high production capacity, buyers can surely find what they are looking for.”

European consumers, especially those from Germany and France, are also keen on clean label products due to increased health knowledge and growing number of people adopting greener lifestyles, adds Magnin.

Fermentation-based CoQ10
Among its clean label offerings, Kaneka specializes in ubiquinol – an electron-rich form of CoQ10. The Japanese company manufactures ubiquinol through an eco-friendly proprietary yeast fermentation process.

“We were able to demonstrate that it is exactly the same as the substance produced in our body. Furthermore, we conducted extensive safety studies and could show it is fully safe, even in massive doses. It is indeed the major and most active form of CoQ10 present in the body. CoQ10 intake needs to be converted into ubiquinol before it can be used.”

Ubiquinol is responsible for 95 percent of cellular energy production in the mitochondria (ATP). From the age of 30, the body’s ability to produce ubiquinol decreases, and its levels cannot be brought back to an optimal concentration through daily diet, thus necessitating its intake in supplement form.

Good Culture probiotic dairy range. (Credit: Good Culture)“Ubiquinol is also a strong endogenous antioxidant that helps soak up oxidative stress and protect cells from free radicals,” Magnin continues. “Aside from acting as an energy booster and anti-aging ally, this supplement can also be indicated for heart health, among statin users, for athletes, for fertility purposes and to support the immune system.”

Probiotic-enriched clean dairy
Tapping into the “food as medicine” trend, B-corp-certified clean label cultured foods brand Good Culture has launched a suite of products including lactose-free sour cream and cottage cheese line with probiotics.

Good Culture’s thick and creamy Lactose Free Cottage Cheese maintains the brand’s high protein, “simple ingredient” promise without the lactose. The product boasts 14 g of protein per serving and is made with just five ingredients: pasture-raised milk, cream, sea salt, live and active cultures and lactase enzyme.

The brand’s Squeezable Lactose Free Sour Cream Pouch and Lactose Free Sour Cream Tub are lactose-free versions of the brand’s cultured sour cream currently in-market today.

Meanwhile, Good Cultures Squeezable Whole Milk Classic Sour Cream Pouch is a “mess-free, spoon-free” solution making sour cream easier and more convenient. The Squeezable Whole Milk Classic Sour Cream Pouch is made with four ingredients: pasture-raised milk, cream, enzymes and live and active cultures.

“We worked hard to create unique sour cream products that deliver a thicker and more flavorful experience using only simple ingredients, gut-friendly probiotic cultures and milk that is sourced from pasture-raised cows,” remarks Jesse Merrill, chief executive officer and co-founder of Good Culture. 

“We are also thrilled to make Good Culture accessible to lactose-sensitive folks looking for a clean and nutrient-dense experience.”

Synergizing cannabis with functional mushrooms
Pantry Food Co., a functional cannabis-infused food brand created for wellness, recently introduced new clean label Superfood Bites. The Good Day Bites and Nite Bites “boldly blend nutrition and cannabis,” harnessing the benefits of CBD, CBN and THC paired with functional mushrooms and adaptogens.

The products are crafted by a team of chefs, nutritionists, functional medicine and cannabis experts, including Chef Michael Magliano and Dr. Debra Kimless, the chief medical officer of Pantry Food Co.

Pantry says its two new products are already on track to become its top selling products in the better-for-you cannabis category, indicating that consumers want more than just CBD or THC from their edibles.

Superfood Bites by Pantry Food Co. (Credit: Pantry Food Co.)New Good Day Bites feature functional mushrooms for mood boosting and mental clarity, adaptogens to support a healthy immune system, and a 1:1 micro dose of CBD and THC (5 mg) to help consumers relieve stress and relax.

New Night Bites combine valerian root, melatonin, a 1:1 ratio of THC and CBN (5 mg), L-theanine and vegan dark chocolate to naturally ease insomnia, stress and anxiety for restful sleep. CBN, another compound found in the cannabis plant, is an effective sleep aid.

Both Superfood Bites are gluten-free, low-sugar and keto friendly. They are made without artificial sweeteners, artificial flavors, palm oil, emulsifiers and sugar alcohols.

“I created Pantry to make better-for-you cannabis-infused foods that help consumers address a wide range of issues western medicine has done a poor job of solving,” says Scott Jennings, co-founder and CEO of Pantry Food Co. 

“For centuries, humans have used adaptogenic roots, herbs and mushrooms to heal and nourish the body. We similarly embraced functional ingredients to create our Good Day Bites and Nite Bites.”

By Benjamin Ferrer