Clean Label Claims: What to Look for on Beverage Packaging

As consumers become more mindful about what they eat and drink, clean label has become one of the most influential terms in the beverage industry. Walk through any grocery store or beverage cooler and you will see phrases like “clean,” “natural,” “simple,” and “better-for-you” printed across cans and bottles. But what do clean label claims actually mean, and how can you tell which products truly align with clean label values?

Understanding clean label claims is essential for anyone looking to make informed choices about the beverages they consume. While a clean label can signal transparency and intentional formulation, not all claims are created equal. Knowing what to look for on packaging empowers you to choose beverages that support your wellness goals without falling for vague marketing language.

What Does “Clean Label” Mean in the Beverage Industry?

The first thing to know is that clean label is not a legally regulated term. There is no official FDA definition that determines whether a beverage qualifies as a clean label. Instead, the term has emerged from consumer demand for simpler ingredients, fewer additives, and greater transparency.

In general, clean label beverages prioritize:

• Recognizable ingredients

• Minimal processing

• Clear sourcing and formulation

• Avoidance of artificial colors, preservatives, and sweeteners

  
  

Because the definition is flexible, brands have significant freedom in how they use the term. This makes it even more important for consumers to evaluate what is actually inside the can.

The Ingredient List Is Your Best Guide

When evaluating clean label claims, the ingredient list should always be your first stop. A clean label beverage should list ingredients that are easy to recognize and understand.

Shorter ingredient lists often indicate simplicity, but length alone does not tell the full story. What matters most is clarity. Ingredients should be clearly named rather than hidden behind broad or technical terms.

For example, botanical ingredients like herbs, flowers, fruits, and teas are commonly associated with clean label beverages because they are familiar and naturally derived. When ingredients are listed in a way that feels straightforward and honest, it is often a sign of intentional formulation.

If an ingredient list raises more questions than answers, that may be a sign the product does not fully align with clean label principles.

Understanding Sweeteners and Sugar Content

Sweetness is one of the most important areas where clean label beverages differ from traditional drinks. Many conventional beverages rely on high levels of refined sugar or artificial sweeteners to enhance flavor.

Clean label beverages typically take a more balanced approach. They may use small amounts of natural sweeteners or rely on the inherent flavors of botanicals, fruits, and teas to create a naturally refreshing taste.

When reviewing packaging, pay attention to:

• Total sugar content

• Source of sweetness

• Presence of artificial sweeteners or sugar alcohols

  
  

Lower sugar does not always mean better, but transparency around sweetness is key. Clean label brands are upfront about how flavor is achieved and avoid masking ingredients behind misleading claims.

Functional Claims Should Be Clearly Supported

Functional beverages are one of the fastest-growing segments in the industry. Claims related to calm, focus, energy, renewal, or glow are increasingly common, especially in non-alcoholic and wellness beverages.

A clean label functional drink should clearly connect its functional claims to specific ingredients. Botanicals, teas, herbs, and natural compounds should be named and explained rather than vaguely referenced.

When evaluating functional claims, ask yourself:

• Are the functional benefits explained clearly?

• Are the ingredients supporting those benefits listed transparently?

• Does the claim feel realistic rather than exaggerated?

  
  

Clean label does not rely on hype. Instead, it focuses on thoughtful formulation and honest communication.

Preservatives, Colors, and Additives

Another hallmark of clean label beverages is the avoidance of unnecessary additives. Artificial preservatives, colors, and flavor enhancers are often used to extend shelf life or standardize appearance, but they are not always aligned with clean label expectations.

Many clean label beverages rely on:

• Natural preservation methods

• Shelf-stable packaging

• Ingredient combinations that maintain quality without heavy processing

  
  

When reviewing packaging, look for clear statements about what is not included, such as no artificial colors or no synthetic preservatives. These details help reinforce trust and transparency.

Certifications Can Provide Helpful Context

Certifications like non-GMO, organic, or gluten-free can support clean label claims, but they should not be the sole deciding factor. While certifications offer useful benchmarks, they do not automatically guarantee a product aligns with clean label values.

A beverage can still be thoughtfully made without carrying every possible certification. What matters more is how openly the brand communicates its sourcing, formulation decisions, and production practices.

Transparency builds trust over time, often more effectively than labels alone.

Packaging Design and Transparency

Clean labels are not just about ingredients. Packaging design also plays a role in communicating transparency. Clear icons, simple language, and thoughtful descriptions signal that a brand has nothing to hide.

When packaging feels intentional and informative rather than cluttered or confusing, it often reflects a deeper commitment to clean label principles.

Consumers today value brands that respect their intelligence and provide information without overwhelming them.

Why Clean Label Matters to Today’s Consumers

Clean label beverages reflect a broader shift toward mindful consumption. People want products that fit into everyday life, support wellness goals, and still deliver exceptional taste.

Clean label is not about perfection or restriction. It is about intention, balance, and trust. Choosing clean label beverages allows consumers to enjoy flavorful, functional refreshment while staying aligned with their values.

At LURE, clean label is about crafting beverages that are naturally inspired, beautifully balanced, and thoughtfully formulated. By understanding what to look for on packaging, consumers can confidently choose drinks that support how they want to feel, without compromise.