What We Don't Add

No vague “zero-additive” promise, only clearer information about what we never add, what we avoid, and what we explain when it is used.

Different foods and drinks need different ingredients to create their taste, texture, stability, and preparation experience.

That is why we do not describe every additive as bad or use “zero additive” as a shortcut for trust. We separate our approach into three levels.

What our Never Added standard covers

Our current brand-level Never Added standard covers:

• certified synthetic colours;
• added MSG;
• partially hydrogenated oils;
• high-fructose corn syrup;
• aspartame;
• acesulfame-K;
• saccharin; and
• cyclamates.

We check the relevant formula before applying a Never Added statement to an individual product. The product page and current label show what applies to that specific item.

What we avoid by default

Some ingredients are not automatically prohibited, but we avoid them as a default product direction when they do not add necessary value.

These may include artificial flavours, preservatives, certain high-intensity sweeteners, BHA or BHT, bleaching or colour-fixing agents, and fully hydrogenated oils.

“Avoided by default” is different from “never used.” If a product uses one of these ingredients, it should be identified rather than hidden behind a general brand statement.

When an ingredient has a real purpose

Some products may need ingredients that support texture, stability, mixing, preparation, or the intended eating and drinking experience.

These may include stabilisers, emulsifiers, anti-caking agents, acidity regulators, fibre, sugar alcohols, vitamins, or minerals. When relevant, the product information should explain the ingredient name and its role without turning it into an unsupported health promise.

Check the individual product

A brand-level standard cannot replace a product-specific ingredient list.

Before choosing a product, check its current page and label for ingredients, nutrition information, allergens, caffeine, sweeteners, preparation, and storage.

The purpose of this standard is not to ask for blind trust. It is to make the product easier to check and leave the final judgment with you.