Clean label, environmentally friendly, fair – consumers have long expected much more from a product than just good taste. Above all, the production conditions in the countries of origin and the sustainability of the supply chain are important factors by which consumers evaluate a product. Various seals and claims provide orientation and help to position a product. Today, however, consumer demands extend far beyond the ecological and social aspects of production. They expect a product to have additional health benefits. Sugar-, fat- and salt-reduced products score points, as does a high proportion of (vegetable) proteins and fibre.