You'll see "clean label" on our site, so here's exactly what we mean by it and how you can check any product yourself.
First, an honest note
"Clean label" isn't a legal or regulated term in the UK. For us, a clean-label product is one with a short, recognisable ingredients list: no artificial colours, flavours or preservatives, and no ingredients you'd struggle to find in a kitchen. We tag these products and group them in our Clean Label collection. Not everything we sell is clean label. Some of our heritage favourites are made the traditional way, with sugar, flour and oil, and we say so.
1. Read the ingredients list first
In the UK, ingredients must be listed in descending order of weight, so the main ingredient always comes first (NHS). If sugar or oil is near the top, it's a big part of the product. Allergens are highlighted in the list, usually in bold.
2. Use the per-100g numbers to compare
The NHS gives these guides for what counts as high or low per 100g:
| Low (per 100g) | High (per 100g) | |
|---|---|---|
| Fat | 3g or less | more than 17.5g |
| Saturated fat | 1.5g or less | more than 5g |
| Sugars | 5g or less | more than 22.5g |
| Salt | 0.3g or less | more than 1.5g |
3. Look past the front of the pack
Front-of-pack words like "natural" or "wholesome" are marketing. The ingredients list and nutrition table are the facts.
A note on imported products
Many of our brands are made in India. Products sold in the UK must carry their ingredients, allergens and nutrition information in English, so you may see a UK label added to the original pack. We also list the ingredients on every product page.