Last Updated:
Why transparency, trust, and innovation are reshaping the future of snacking in India.
Once a fringe concern limited to a small segment of health enthusiasts, clean label is now a full-blown movement shaping how Indian consumers shop, snack, and trust what’s on their plate. From front-of-pack promises to ingredient lists that sound more like a farmer’s market than a lab report, clean label has become synonymous with transparency, simplicity, and mindful consumption.
But what does “clean label” really mean in practice—and how are Indian brands rising to meet this evolving expectation?
The Clean Label Mindset: Trust Over Trends
“Clean labelling is a commitment to honesty and trust,” says Salloni Ghodawat, CEO, Ghodawat Consumer Ltd., whose To Be Honest (TBH) snack range has emerged as a homegrown leader in this space. “Consumers today want transparency, seeking foods with simple, recognizable ingredients and minimal processing.”
Her brand’s vacuum-cooked chips, made from 100% real fruits and vegetables, are free from artificial preservatives, excessive oil, or additives. “Every bite delivers pure, wholesome goodness,” she adds, underscoring how TBH’s tech-forward approach allows snacks to retain natural flavor and nutrients without compromising crunch or taste.
For Salloni, clean label isn’t just about removing what’s harmful—it’s about preserving what’s real. “Food shouldn’t be decoded, it should be trusted.”
Simplifying Labels, Amplifying Values
Global players, too, are aligning with the clean label ethos. “The clean label movement is not just a trend—it reflects a deeper desire for transparency and authenticity,” says Shashi Ranjan, Managing Director, Danone India. “By prioritizing simple, recognizable ingredients, we’re fostering both trust and loyalty.”
Danone’s approach involves easy-to-understand labels and responsible marketing practices. “Our mission of providing health through food connects with a broader audience that values ethical choices and sustainability,” says Ranjan. As consumer consciousness deepens, he believes brands must lead with integrity to resonate in an increasingly values-driven market.
Engineering Trust into Every Biscuit
But transparency doesn’t stop at ingredients. Precision in production is just as essential, explains Ankit Kaushal, Vice President, New Era Machines, a leading manufacturer of biscuit production equipment.
“Clean label biscuits go beyond removing artificial additives. It’s about using natural, known ingredients without compromising on taste or shelf life,” says Kaushal. “But even the cleanest ingredients lose value if the packaging doesn’t reflect what’s inside.”
Variations in weight, for example, can breach compliance standards and erode consumer trust. That’s why New Era Machines invests in advanced automation and precision engineering to ensure uniformity in every batch. “The future of snacking is built on trust, and that starts with how we make every biscuit.”
A Nutritional Reset Rooted in Tradition
The clean label movement is also inspiring a return to Indian ingredients and traditional wisdom—millets, jaggery, baked over fried, and seeds over starches. “Consumers today prefer snacks made with pure and natural ingredients, minimal processing, and no hidden preservatives,” says Dr. Sasibhushan Vedula, Senior GM, Product Management and Clinical Research, Sri Sri Tattva.
He points to a surge in demand for gluten-free, fibre-rich snacks made from ragi, baked with cold-pressed oils, and sweetened with natural alternatives like jaggery or coconut sugar. “Super seeds like flax, chia, and sunflower are making snacking healthier and more interesting,” he says. “This movement is transforming the food industry while promoting a better lifestyle.”
But he offers a word of caution: “As awareness grows, manufacturers must prioritize honesty in ingredient lists, and consumers must check labels rationally to ensure every ingredient serves a purpose—for both taste and health.”
The Takeaway: Clean Label Is Here to Stay
Whether it’s born from concern over additives or the desire to align one’s diet with ethical values, the clean label wave is influencing how Indian snacks are conceived, crafted, and consumed. It’s no longer just about what’s not in your food—but about what is, and why it’s there.
As brands—from legacy multinationals to agile startups—embrace this cleaner, clearer future, one thing is certain: trust is the new taste. And the snacks of tomorrow will be judged not just by their crunch, but by the clarity of their label.
