Foodservice distributor and retailer US Foods announced this week that its entire line of Metro Deli, Rykoff Sexton, Chef’s Line and Stock Yards Private Brand products will be produced with clean label profiles as part of the company’s Unpronounceable List initiative. The initiative is aimed at producing products with simple, more recognizable ingredients by avoiding, removing or replacing ingredients and food additives found on the company’s new Unpronounceables List.

The company’s Unpronounceables List includes more than 80 ingredients the company will avoid using in more than 1,000 of its private brand products. Product ingredient labels across the four best-quality private brands will now be free of ingredients such as artificial flavors, artificial (FD&C) colors, high-fructose corn syrup, disodium guanylate, sodium benzoate and monosodium glutamate.

The Unpronounceables List initiative builds on the company’s Great Food. Made Easy. strategy committed to helping independent restaurant operators ‘make it’ with versatile and innovative menu options to meet evolving diner preferences.

“46% of millennials would be more likely to buy a product with no artificial ingredients1 and we see this demand for simple, ‘back to the basics’ ingredients extending into the choices consumers make when dining out,” said, Senior Vice President, Innovation, and Quality at US Foods. “As diners increasingly make less-is-more food choices, we will continue to streamline and simplify our products by removing or replacing certain ingredients with preferred alternatives so what’s left is simply good food.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.