What We Don't Add
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"Zero additive" can sound reassuring. But by itself, it does not explain much.
Food and drink products are made for different formats, journeys, and everyday moments. Some ingredients may be needed for stability, texture, shelf life, or preparation. What matters is whether their use is necessary, understandable, and clearly disclosed.
A clearer alternative to vague promises
We do not use broad "zero-additive" language as a shortcut for trust.
Instead, we make three things clear: what we never use, what we avoid by default, and what we explain when a product needs it.
Use a three-level standard
Never Added
Our private-label foods and drinks do not use certified synthetic colours, added MSG, partially hydrogenated oils, high-fructose corn syrup, aspartame, acesulfame-K, saccharin, or cyclamates.
Avoided by Default
We avoid artificial flavours, certain high-intensity sweeteners, preservatives, BHA or BHT, bleaching or colour-fixing agents, and fully hydrogenated oils as a default formula path.
Used Only When Necessary, Always Explained
Some ingredients may have a real role in a product's texture, stability, preparation, or formula. These can include stabilizers, emulsifiers, anti-caking agents, acidity regulators, dietary fibre, sugar alcohols, vitamins, or minerals.
Do not turn ingredients into fear
An ingredient is not automatically good or bad because of its name.
Some ingredients can help a product remain stable, mix properly, or deliver its intended eating and drinking experience. Our responsibility is not to create fear around food. It is to avoid unnecessary shortcuts and explain important choices clearly.
Keep each product specific
A general standard is useful only when it connects back to the actual product.
When a detail matters, the product page should show the ingredient name, its role in the formula, and the information needed to judge it, including relevant nutrition, allergen, caffeine, or sweetener information.
A standard you can check
We continue to review this standard as products, supplier information, regulations, and customer questions change.
The goal is not to ask for blind trust. It is to give people a clearer basis for their own judgment.