Food and beverage companies are overhauling their brands as RFK, Jr.’s ‘transparency campaign’ escalates

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.

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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.”