Nestlé is pushing for simpler food ingredient labels in the United States, arguing that scientific terminology is increasingly driving consumers away from products that are safe, natural and regulator-approved. The move comes as the U.S. government reviews food-labelling policies under the “Make America Healthy Again” initiative, creating an opportunity for the food industry to reshape how ingredients are presented on packaging.
The Swiss food giant has urged U.S. authorities to allow manufacturers to use familiar names such as “Vitamin C” instead of “ascorbic acid” and “Vitamin A” in place of “beta-carotene” wherever appropriate. Nestlé believes consumers are more likely to trust products with ingredient lists that are easier to understand, rather than those filled with technical or chemical-sounding terminology.
According to Reuters, the company has raised the issue with officials from U.S. Health Secretary Robert F. Kennedy Jr.’s team during ongoing discussions on food-labelling reforms. A former senior Nestlé executive said current labelling rules often make natural ingredients appear unnecessarily complex, creating what he described as a “Frankenstein food” perception among shoppers.
The lobbying effort reflects a broader shift in the global food industry as consumers increasingly favour clean-label products with shorter, recognisable ingredient lists. Research by Innova Market Insights found that nearly three-quarters of North American consumers reconsider purchases after reading ingredient labels, with transparency and familiarity emerging as key purchase drivers.
Nestlé’s Chief Technology Officer Stefan Palzer confirmed that the company is advocating for clearer labelling through industry associations while continuing to reduce ingredients that consumers find difficult to recognise, provided food safety, quality and functionality are not compromised.
The debate, however, remains contentious. Public health advocates argue that replacing scientific ingredient names with simpler descriptions could reduce transparency and make it harder for consumers to identify additives. Industry groups, including the Americans for Ingredient Transparency coalition and the International Food Additives Council—whose members include Nestlé, Coca-Cola, PepsiCo and Cargill—maintain that technical terminology unfairly stigmatises ingredients that have long been considered safe.
As consumer demand for cleaner labels continues to reshape food innovation, the outcome of the U.S. labelling review could have far-reaching implications for how global food companies communicate with shoppers and build trust at the supermarket shelf.