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Puratos unveils ‘beyond clean label’ ingredient innovation at IDDBA 2026
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Thursday, 04 June, 2026, 12 : 00 PM [IST]
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New Jersey, USA
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Puratos will spotlight the next phase of bakery innovation at IDDBA 2026, positioning clean label not as a differentiator but as the foundation for growth. At Booth 1617, the global bakery ingredients leader will introduce its ‘beyond clean label’ approach, demonstrating how ingredient transparency can be transformed into stronger shopper appeal through three pillars: power ingredients, indulgence and sustainability.
For the company, clean label is not a recent shift. It has been embedded in product development for more than a decade, guiding how formulations are simplified while maintaining performance at scale. As more than 60 percent of US consumers avoid artificial additives and clean label becomes the norm across bakery shelves, the competitive advantage is shifting toward what brands build on top of it.
Sloan Bennett, senior customer marketing manager at Puratos, said, "Clean label has become the starting point, not the final destination. Consumers don't wake up thinking about ingredient lists. They think about how food makes them feel. Our role is to translate those expectations into solutions that deliver on taste, nutrition and responsibility all at once."
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