Clean-label describes packaged or processed foods formulated to avoid ingredients consumers perceive as undesirable: artificial additives, allergens, unpronounceable chemicals, and heavily processed components. Manufacturers respond with shorter ingredient lists, natural colours and preservatives, and familiar kitchen-cupboard ingredients, signalling transparency and simplicity. The term is marketing-led rather than legally defined, and clean-label products are not automatically healthier or safer; sugar, salt, and fat remain whatever the label’s tone. Still, the trend has pushed genuine reformulation, removing synthetic colours and unnecessary additives. Shoppers should read the actual ingredient list rather than trusting the halo alone.