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Elevate brand value with clean-label reformulation

European consumers increasingly prefer cleaner labels. Meeting that demand isn’t simple – we know that reformulation comes with its own set of challenges.

With Tate & Lyle as your partner, you can reformulate with confidence – creating clean-label products that deliver great taste, reliable performance, and secure supply.

CLARIA®  functional clean-label starches label simply as 'starch', 'corn starch', or 'tapioca starch'*, yet perform like modified starches.

Read on to discover what’s shaping the clean label movement: the challenges it brings and the opportunities and solutions leading it forward.

Survey insights: Clean label elevates product appeal amongst European consumers

What’s driving the change, and what does it mean for food and beverage manufacturers in Europe?

Money Bag Dollar Streamline Icon: https://streamlinehq.com 76%

of millennials are willing to pay more for clean-label products. 1

49%

of consumers view natural ingredients as the top sign of value in food and drink.1

65%

look for low-sugar products, 62% avoid artificial ingredients, and 60% want only natural ingredients.1

The numbers speak for themselves. Consumers link cleaner labels with healthier choices, and ingredients they recognise with better value for money.

Get the full survey insights

The challenge? Replacing modified starches has often meant sacrificing texture, stability or processing performance.

That's where CLARIA® Functional Clean-Label Starches make the difference.

  • Performs similarly to modified starches in functionality, processing and mouthfeel.
  • Label simply as as 'starch', 'corn starch', or 'tapioca starch'. 1
  • Backed by secure supply
  • Safe reformulation with consumer appeal and value for money.

74%

of EU consumers say simple ingredients are essential/nice to have when making purchase decisions.2

74%
of EU consumers say simple ingredients are essential/nice to have when making purchase decisions. 2

 

CLARIA® Functional Clean-Label Starches

 

Proven in processing. Trusted for taste.

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Meeting consumer expectations is one challenge. Making sure your formulations aren’t compromised in processing or shelf life is another – and that’s where CLARIA® excels.

  • Delivers a range of textures
  • Neutral taste and color profile
  • Withstands different levels of processing
  • Provides shelf stability
  • Plant-based and non-GMO

 

Whatever your formulation needs, there’s a CLARIA® starch designed to meet them.

 

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CLARIA®  Essential,
Plus and Elite
 
Clean taste and neutral colour. For every process tolerance requirement, ideal for soups, sauces and yoghurts. Labels simply as “starch” or “corn starch.” 3
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CLARIA® Instant
 
A non-GMO starch that builds viscosity without cooking, ideal for bakery cream fillings. Labels simply as “starch” or “corn starch.” 3
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CLARIA EVERLAST ®
 
Exceptional refrigerated and freeze-thaw stability in moderate, high and ultra-high process tolerance conditions. Ideal for bakery fillings, salad dressings, snacks, yoghurts, fruit preparation, sauces, soups and more. Labels simply as “starch” or “tapioca starch.” 3
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CLARIA® Bliss
 
Tapioca-based, but with a more transparent colour and flavour, creamy texture, and high performance. Labels simply as “starch” or “tapioca starch.” 3
View the full CLARIA® range

A proven partnership in reformulation

See how CLARIA® Functional Clean-Label Starches help brands reformulate without compromise – keeping taste, texture, and the mouthfeel customers love.

CLARIA Case Study - Custard_page-0001

Clean-label custard, same superior performance

A premium dairy brand swapped modified starch for CLARIA® Essential, maintaining creaminess, pourability, and shelf life to maximise clean-label appeal.

Read more
CLARIA Case Study - Sauces_page-0001

Clean-label sauce, same great taste

Partnering with an established sauce manufacturer, we helped reformulate a clean-label product that withstands processing and delivers the taste, texture, and mouthfeel customers love.

Read more

Ready to explore clean-label formulation without the trade-offs?

Let’s change the future of food, together.

Great food innovation is built on partnership. At Tate & Lyle, we combine over 160 years of development expertise with hands-on formulation support. More than an ingredients supplier, we work alongside you, combining global scientific experience with practical formulation know-how to turn clean-label ambitions into commercial success.

We do this by:

  • Offering a broad and high-performing clean-label starch portfolio.
  • Backing every project with our mouthfeel science and formulation expertise.
  • Leveraging ingredient, applications, processing and sensory science to reduce clean-label reformulation risk and accelerate your success in the market.
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Behind every CLARIA® starch is our commitment to science, solutions and society.

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From the lab to the kitchen, brilliance and creativity are in our DNA. Our extensive scientific expertise in every aspect of mouthfeel – from research and development to applications and sensory science – enables us to bring meaningful innovation to market and provide expert support for any challenge.
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We work relentlessly to partner with our customers and solve their challenges. With a broad portfolio of texturizing ingredients, market-leading formulation expertise and new agile Mouthfeel tools, we deliver category-specific Mouthfeel solutions that answer the needs of our customers and consumers.
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We’re using the science of food to better care for the planet, support healthy living and build thriving communities. Our focus is on meeting society’s needs – now and in the future – by providing healthier, more sustainable food with great taste, excellent Mouthfeel, and cleaner labels.

Connect with our experts

Want to request a sample or discuss your next clean-label formulation? Get in touch here.

 

Ingredient availability, nutritional regulations and labelling vary from country to country .We recommend reviewing your local regulations.
The information on this page is intended for European audiences.
1Source: Tate & Lyle Clean Label Digest: Clean & Clear 2024
2Source: Tate & Lyle Ingredient Perception Survey 2022 (UK, France, Germany);
3Depending on botanical source: “starch,” “corn starch”, or “tapioca starch” in Europe.
This product information is published for your consideration and independent verification. Tate & Lyle accepts no liability for its accuracy or completeness. We may change this information at any time. The applicability of label claims and the regulatory and intellectual property status of our ingredients vary by jurisdiction. You should obtain your own advice regarding all legal and regulatory aspects of our ingredients and their usage in your own products to determine suitability for their particular purposes, claims, freedom to operate, labelling or specific applications in any particular jurisdiction.

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Science / Solutions / Society

For over 160 years, we’ve been helping our customers make food healthier and tastier.