The following article is from AVEBE.com:
Clean label: what exactly do consumers demand?
Within the food industry, clean label is a relatively well-known concept. But it is hard to translate to consumer demands, because most of them do not use the term clean label in the same way producers do. They tend to put clean label on par with “natural”, which means so much as being produced with conventional agriculture, to being minimally processed – which includes not using processes the consumer finds unfamiliar – to being GMO-free. Because of food scares, clean label is also about safety: food that is free-from hidden contaminants such as insecticides or heavy metals. All in all, that means clean label seems to have become a blanket term for “anything that seems healthy and safe”.