For food and beverage companies, complying with additive bans is no longer just about ticking boxes – it is a race against time, rising consumer scrutiny and policy shifts.

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“Five to 10 years ago, the clean label conversation was about appeal – organic, ethically sourced, non-GMO,” said [Tarun] Chandrasekhar. “Now, it is more about survival. Brands are asking: ‘How do I eliminate these banned additives quickly and affordably?‘”

“The next generation of consumers – Gen Z and even Gen Alpha – do not just want to know that something is ‘clean.’ They want to know why it is in there, where it came from, and how it serves them,” he said.

This shift is already fueling innovations like smart labels – scannable QR codes that provide detailed allergen info, origin stories, additive explanations and even sustainability scores, Chandrasekhar said.

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“This year and next will be tumultuous,” Chandrasekhar predicted. “Federal policy is in flux, agencies are in transition, and lobbyists are reporting a lot of ‘wait-and-see’ behavior.”