"The Big Clean Up" How Brands Are Rethinking Ingredients

Welcome to this week's edition of GRATE

Has anyone else’s time in the supermarket doubled lately? You’re not alone. More and more people are pausing mid-aisle, flipping packs over, and actually reading what’s in their food. I’ve even noticed friends turning up with Sophie Morris–inspired shopping lists, determined to clean up their baskets and make better choices.

Across the food world, this quiet revolution is gaining pace. Consumers are asking harder questions about additives, sweeteners, and ultra-processed ingredients — and brands are being forced to respond.

Clean Label 2.0 is happening. It’s no longer just about removing artificial colours and flavours — the movement now extends to how products are processed, what they’re packaged in, and how ethically and sustainably they’re made. Those eco- and ethical-related claims have grown steadily over the past decade, showing that “clean” now means conscious, transparent, and responsible.  

What’s driving the change? A perfect storm of rising health awareness, social media transparency, and ingredient education. People want snacks that fuel rather than fake their wellbeing. They’re following creators like Sophie Morris in Ireland and Tonic Health in the UK who are breaking down labels and shining a light on what’s really inside our food. Combine that with the rise of GLP-1 users, growing distrust of ultra-processed products, and a push from retailers for “cleaner shelves” — and you can see why this shift is no longer a niche wellness trend, but a mainstream movement.

Even high-profile figures like Joe Wicks, with his new Killer Bar, are helping drive that momentum — proving that performance and purity can go hand in hand.

This week, I’m highlighting four brands that are taking action — reformulating, simplifying, and in some cases, reinventing their brands entirely. But it begs the question: is it too late for some of the big names to catch up?

As always, enjoy the read — and let me know what your business is doing to improve ingredients.

Annie x

BRADY FAMILY HAM – MADE WITHOUT NITRITES

Brady’s has quietly become a leader in “cleaning up” one of the most traditional categories — ham. Their “Made Without Nitrites” range shows how even long-established producers can modernise without compromising on flavour. Nitrites have long been used in cured meats for colour and preservation, but growing consumer concern around processed meat and additive use has forced brands to rethink. For Brady’s, removing nitrites wasn’t just a marketing move — it’s about trust, transparency, and protecting their family heritage brand for the next generation. It’s proof that cleaner labels and great Irish flavour can go hand in hand.

DORITOS - SIMPLY NKD NACHO CHEESE

Even the biggest snack brands are feeling the pressure to clean up. Doritos’ new Simply NKD Nacho Cheese skips the artificial Red 40, Yellow 5, and Yellow 6 dyes, offering the same bold flavour without the additives. It’s a small but symbolic shift for a brand long associated with fluorescent colour — and a clear sign that parent company Frito-Lay is responding to health-aware consumers and parents who want transparency without losing taste.

BIRDS EYE - GET REAL PROTEIN MEALS

Even legacy freezer brands are getting a health-conscious upgrade. Birds Eye’s new Get Real Protein Meals range delivers around 34 grams of protein and two servings of veg per dish — all with no artificial flavours or preservatives. With globally inspired options like Red Thai Curry and Mexican Burrito Bowl, Birds Eye is repositioning frozen food as modern, balanced and transparent — proof that “clean” can also be convenient.

JACKSON'S - SUPER VEGGIE STRAWS (US)

At this year’s Sweets & Snacks Expo, Jackson’s unveiled its new Super Veggie Straws, fried in avocado oil and free from artificial flavours, preservatives, and fillers. Non-GMO and made from real vegetables, they’re a cleaner take on a family favourite — proof that even indulgent snacks can be both craveable and conscious. It’s another example of a mainstream US brand responding to the shift toward ingredients you can actually pronounce.

JOE WICKS - THE KILLER BAR

Joe Wicks’ new Killer Bar is more than just another protein snack — it’s a statement about what “clean” should mean in 2025. Designed full of artificial sweeteners, emulsifiers and ultra-processed fillers, it reflects his mission to make everyday nutrition simple, transparent, and genuinely good for you. Wicks has been vocal about his frustration with misleading “healthy” claims in the snack aisle, and the Killer Bar aims to educate consumers on what real, whole-food performance fuel looks like. It’s sparked lively debate online — with some nutritionists and brand owners pushing back on the “anti-ultra-processed” narrative — but whether you agree or not, it’s succeeded in getting people to read ingredients and ask better questions about what they’re eating.