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OMG! Decadent Donuts bringing even more Transparency and Trust to Customers

In today’s health-conscious world, we are all increasingly paying attention to what goes into our food. How many wasted hours have we spent googling and deciphering food codes at the supermarket to figure out what we are putting into our bodies?

With the rise of dietary requirements due to food allergies, intolerances, preferences, beliefs and concerns about additives and preservatives, we are all scrutinizing product labels more than ever before. Amidst this heightened awareness, the concept of “clean labelling” has emerged as a beacon of transparency and trust.

OMG! Decadent Donuts has always been completely transparent in all our dealings and is super proud to offer one of if not THE most certified and accredited food products available.  We don’t just say we are free from something, we make sure third party peak bodies confirm it.  To make us even more transparent, we also now list all our ingredients in a clean label format.

Clean labelling refers to the practice of using simple, easily understandable language to describe ingredients on product packaging, rather than obscure codes and numbers. Instead of cryptic terms like “E330” (citric acid) or “E211” (sodium benzoate), clean labelling advocates for clear and concise descriptions like “lemon juice concentrate”.  This approach aims to empower consumers with knowledge about what we are consuming.

So, what are the benefits of embracing clean labelling over the use of codes and numbers in ingredient lists?

  1. Transparency: Clean labelling fosters transparency by providing us with a clear understanding of what ingredients are present in their food. This transparency means we can eliminate the need for deciphering cryptic codes or conducting extensive research to understand what we are consuming. When we can easily recognize and understand the ingredients listed on a product label, we feel more confident in our purchasing decisions.  Even a child can understand this without needing a degree in food technology.  In fact, clean labelling is a great way to teach kids about the benefits of knowing what they are consuming.
  2. Consumer Empowerment: Clean labelling empowers us all to make informed choices about the food we are consuming. Providing easily understandable ingredient lists enables us to align our purchases with our dietary preferences, health goals, and values. Whether someone is avoiding certain allergens, following a specific diet, or simply seeking wholesome ingredients, clean labelling equips us with the knowledge needed to select products that meet our needs.
  3. Clarity and Simplicity: Clean labelling promotes clarity and simplicity in communication. Instead of cluttering packaging with complex codes and numbers, brands can convey information in a straightforward manner that resonates with consumers. Clear, concise explanations of ingredients appeals to anyone who prioritizes simplicity and authenticity in their food choices.
  4. Catering to Diverse Dietary Needs: Clean labelling accommodates the diverse dietary needs and preferences of everyone. Whether individuals follow vegan, gluten-free, dairy-free, halal or kosher diets, clean labelling enables us to quickly identify products that align with our requirements. Additionally, by clearly indicating the presence of common allergens or dietary restrictions, such as nuts, dairy, or eggs we can cater to individuals with specific food sensitivities or allergies.
  5. Encouraging Better Choices: Clean labelling supports a shift towards healthier eating habits by promoting awareness of ingredient quality and nutritional content. This transparency encourages mindful eating habits and empowers individuals to prioritize nutritious, minimally processed foods as part of a balanced diet.

Here at OMG! Decadent Donuts in Australia and New Zealand, we’ve never claimed to be a health food, donuts are a treat pure and simple, and we’ve embraced clean labelling to ensure our customers can make informed decisions about what they are consuming, by prioritizing clarity, simplicity, and authenticity in our ingredient lists.

You can find our ingredients list here 

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