Negative Content Claims on Clean-Label Products Likely to be prohibited in China

Simple Love is a Chinese yogurt brand which gained major traction amongst consumers because of its positioning as a “clean label” product which uses a simple formulation (milk + strain + sugar,) and is marketed using a strategy which highlights its “additives free” pedigree. However, some consumers are suspicious of the veracity of the additive-free claims and suspected that additives such as stabilizer and thickener are not included in the ingredient list due to their extremely low concentration (less than 2% of the overall ingredient composition) ^[1].