Consumers and food marketers alike are increasingly referencing ‘clean’ eating. But what does this mean in practice, do expectations vary by brand and category, and are definitions of clean-label moving beyond the ingredients list to cover incidental additives and processing aids, production methods, animal rearing standards, and pesticide residues (is glyphosate free going to take off in 2019)? We bring together food brands, trend-watchers, attorneys and dietitians to explore what natural and clean label means in 2019, how brands can meet consumer expectations, and how to navigate the Non-GMO minefield.