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[Music] the tricky thing about clean label is we dont have a definition of what clean label means so it ends up meaning different things to different consumers for some its about health is it less processed is it free from allergens free from for some its about being responsible so were talking about local sourcing humanely produced and for some its about familiarity are they ingredients your grandma would recognize sometimes its just one of these you have to think about sometimes its a mix and thats before weve even considered regulations and regional differences its a tricky terrain to navigate so with all that in mind how are you supposed to meet your clean label goals and how can you do that without compromising on deliciousness or value to help you we use a three-stage system investigate formulate navigate we help identify what clean label means to you and your consumers right now identifying any regulations we need to be aware of and perform deep consumer research next