Transparent menus: how to talk about clean labels in the age of UPFs foods

Consumers' perceptions of ultra-processed foods (UPFs) are increasingly being influenced by health concerns. There is a growing awareness and scrutiny of UPFs due to their association with negative health outcomes such as obesity, heart disease, and other chronic conditions   

According to Mintel* 64% of UK consumers believe highly processed foods are unhealthy and in several European countries, a high percentage of consumers report attempting to avoid UPFs, with figures reaching as high as 84% in Spain, 83% in France and 81% in  Italy. 

Public health policies in some countries are starting to address UPF consumption. Brazil, for instance, advises against UPFs in its dietary guidelines, and similar advice is being incorporated in the policies of countries like Canada, Ecuador, and Belgium. France has set a target to reduce UPF consumption by 20% by 2022. 

This shift in perception is also reflected in the demand for 'clean', 'real', and minimally processed foods, as consumers seek alternatives that are perceived as healthier. 

With consumers growing more concerned about ultra-processed foods (UPFs), restaurants and foodservice providers face a unique challenge: showing their commitment to clean labels in a way that resonates. 

Making ingredients clear on menus 

Transparency is essential when addressing concerns about UPFs. To ease this concern, operators should clearly list key ingredients on menus, focusing on whole, natural components. Descriptive, straightforward language emphasizing simplicity can highlight the purity of the food. Avoiding complex or chemical-sounding terms is crucial to prevent triggering associations with UPFs. 

Highlighting traditional preparation methods 

Consumers often link UPFs with industrial production, so highlighting traditional or artisanal cooking techniques is a smart way to differentiate. Describing methods that evoke home-style preparation—like "handcrafted," "slow-cooked," or "traditionally prepared"—can make a big impact. Open kitchens or live cooking stations also offer a powerful way to visually reassure customers that fresh, natural ingredients are being used. 

Empowering staff to tell the clean label story 

Your staff are key to communicating your clean label practices. They need to be well-versed in ingredients, sourcing, and preparation methods to confidently share the story behind each dish. Providing them with thorough training will allow them to convey the natural processes and respond to questions about additives and food processing. This personal interaction can deepen trust with customers and reinforce your clean label commitment. 

Connecting customers with ingredient origins 

People are curious about where their food comes from, so you can enhance their experience by sharing details about local or artisanal suppliers. Brief menu descriptions that tell the origin or tradition behind a dish can create a more personal connection. For customers who want more information, consider using QR codes that link to detailed ingredient stories or supplier profiles. 

Staying authentic 

Authenticity is crucial. Avoid overpromising or making claims you can’t fully back up. Be clear about which items are fully clean label and which are still a work in progress. If certain additives are necessary, explain their purpose openly. Consider sharing your clean label journey with customers, showing how you're improving and what your future goals are. 

In conclusion 

As concerns about UPFs continue to grow, foodservice operators have a unique opportunity to differentiate themselves by embracing transparent, clean label communication. Effectively conveying the naturalness and quality of your offerings can help build trust and loyalty among health-conscious consumers. improve consumer perceptions and drive preference for your foodservice offerings in today’s UPF-conscious market. 

Sources:  

*Mintel / NPD to improve perceptions of ultra-processed food  

UK Base: 1,000 internet users aged 16+, Source: Kantar Profiles/Mintel, February 2024 

Mintel / NPD to improve perceptions of ultra-processed food  

Base: Spain, France, Italy, Poland: 1,000 internet users aged 16+ in each market market; Germany, UK: 2,000 internet users aged 16+ in each market. Source: Kantar Profiles/Mintel, March 2023, December 2022. 

Mintel /Food & Drink Trends in Southern Europe: 2024