Clean label clarity

The shift towards simpler labels

What clean label means to consumers—and your brand

Consumers are seeking out clean label products with simple ingredients. But what does “clean label” mean for consumers—and for your products? It is a constantly moving target. Even with the ambiguity around it, the projected growth in clean label eating over the next year is +62%,1 making strategies for implementing it into operations a top priority for food brands and manufacturers. If you’re looking to simplify your labels with confidence, Ardent Mills is here to help you find clean label clarity and work with you to adjust formulations to meet the growing demand. 

 

 Mixed messages, major opportunity

Despite the complexities and lack of a clear-cut, singular definition,1 consumers prioritize their perception of clean label when making product or ingredient purchases. The key phrases they associate with the term are: recognizable ingredients, minimal treatments, organic and non-GMO.2

We’ll work with you to clear up the confusion with a detailed breakdown on what clean label means for you. We’ll show you what consumers actually want, and how the right products and ingredients—like grains and pulses—can help you align with those expectations. Or even how your flour can be treated or untreated to be in line with clean label perceptions.

Collaborating for clean label success

To hit the clean label mark, ingredient lists must be simple. Grains and pulses are a great way to help create simpler labels, but reformulating with fewer ingredients can be challenging if it means sacrificing functionality. There’s got to be balance between top-level performance, great taste and freshness.

That’s where Ardent Mills comes in. Our ingredient solutions can help preserve the features that make your products unique. As ingredient experts, we provide the insights and manufacturing knowledge to support your clean-label goals, helping your customers better understand what’s in your products.

We combine recognizable and traceable ingredients, technical expertise, regulatory readiness and scale to create our solutions—and enable brands to create clean label products confidently, efficiently and at scale. When you partner with us, you’ll receive trusted, end-to-end solutions that deliver on today’s clean label trend.

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  • Simplified labels, recognizible ingredients
    Choose from a broad portfolio of whole and intact grains and pulses, plus custom blends and Ardent Mills® Cocoa Replace.
  • Regulatory rediness
    Through compliant facilities and proactive support, we'll help you ensure that your products align to the ever-evolving perception of clean labels.
  • Unmatched portfolio
    We offer organic, non-GMO verified, ancient and speciality grains and pulses, as well as gluten-free offerings. Our nationwide organic programs and certifications support a diverse and reliable offering, and our deep grower partnerships provide confidence in origin. 
  • Managed ambiguity
    Our R&D, technical services and Innovation Centers provide ongoing, trending insights to guide your clean label positioning.
  • Scale and consistency
    With 40+ facilities, grower partnerships and the ability to serve large and emerging brands, you'll have consistent quality, supply security and support to scale to any operation, large or small.

Products that fit consumer clean label perceptions 

Nearly three-quarters (71%) of consumers agree that grains and pulses can play a positive role in clean label eating.1 At Ardent Mills, we have the right products to help you align with today's clean label demands for minimal treatments, recognizable ingredients, organic, non-GMO and minimally processed options—so you can stay ahead of the clean label trends. 

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  • Unbleached flour

     

    To support customer needs, Ardent Mills offers all of our traditional flours in unbleached and bleached forms. 

  • Non-GMO

     

    There are no GMO grain*, grain products*, pulse or pulse products for sale or in commercial production in the United States currently, as per United States Department of Agriculture (USDA).**

     *excluding corn and soy.

    **Ardent Mills Non-GMO Statement

  • Minimally processed options

    Intact ancient grains, pulses and seeds are inherently treatment free and easily recognized by consumers.

  • Wheat flour

     

    Minimally processed, high-performing products in a wide range of variations.

  • Organic offerings

     

    Traditional flours: All Purpose, Bread, UltraGrain® Hard White Wheat, Pastry, Premium Bakers, Whole Wheat

    Gluten-free ancient grains: Amaranth, Buckwheat, Millet, Sorghum, Quinoa flour 

    Heritage wheats: Spelt

    Other flours, grains & seeds: Oats, Oat flour, Pearled barley, Rice flour, Wheat berries

    Pulses: Chickpeas and Chickpea flour, Lentil flour 

    Custom blends: Grain and Seed blends, Gluten-free flour blends

  • Innovations

     

    Ardent Mills® Cocoa Replace designed to simplify ingredient lists without sacrificing performance.

Let's talk clean label 

Discover how our clean label ingredients can help you succeed in today's market. 

Contact your sales representative today: 

More ways to help you innovate

We've compiled a list of articles and media that take a deeper look at today's clean label and healthful trends, with insights to help you level up your learnings: 

1 Ardent Mills Proprietary Analysis/Research, U.S. consumers 18+, specifics of the behavior are self-defined by the consumer

2 Ardent Mills Proprietary Research, U.S. consumers 18+, among consumers who have at least heard of the term / Q. In FOUR WORDS or LESS, please share the key elements of your own/personal definition of CLEAN LABEL?

3 Innova Market Insights, year-to-date = May 2025

4 Tastewise (U.S.)