Positively processed

Way Better Snacks Sweet Potato Corn Tortilla ChipsProcessing techniques perceived as natural are gaining favor among consumers who increasingly demand foods with fewer ingredients. “Sprouted,” “raw” and “cold-brew” are among growing claims in global product launches.

“Consumers very often have a negative perception of what they consider to be highly processed,” Ms. Moreno Torres said.

Companies may use processing claims to convey a premium positioning, she added. An example is a soft drink featuring “steam-distilled botanicals” and fruit juices filtered through silver birch charcoal.

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