But now it’s no longer enough to claim a product is simply free of something that’s frowned upon. Consumers want to know that the bad ingredient hasn’t been replaced with something equally bad or worse. And they want to know the story behind their food—how it was grown or raised, and whether its production and distribution was kind to the environment. The less processed and simpler the ingredients, the better. That has left food and restaurant companies rushing to clean up their labels with ingredients derived from natural sources consumers can understand and pronounce.
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Wall Street Journal