# Clean Plant-Based Food Labels Idahoan® Launches Its Brand New Honest Earth® Brand By Kalin Ned | Published 2022-03-20 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/clean-plantbased-food References: [fooddive](https://www.fooddive.com/press-release/20220202-idahoan-introduces-new-honest-earth-portfolio-of-clean-label-products/)  In order to meet the demand for clean plant-based food options—something that the contemporary consumer is reaching toward as they seek to live a life that prioritizes wellness and sustainability—Idahoan® launched its new Honest Earth® brand of products. Free of artificial flavors, preservatives, and colors, this range of delicious options utilizes only simple ingredients. The new clean plant-based food products include the Honest Earth® Creamy Mashed Potatoes with Butter & Sea Salt, the Honest Earth® Rustic Mashed Potatoes with Butter & Sea Salt, and the Honest Earth® Hash Brown Shredded Potatoes with a Hint of Sea Salt & Pepper. The dishes are made with "a proprietary cooking method that preserves the integrity of the potato." Honest Earth® uses only Certified 100% Idaho® Potatoes and rests on sustainable practices. Image Credit: Idahoan ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 49% | Activity: 83% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Clean Plant-based Foods:** There is an opportunity to develop more plant-based food products that prioritize simple and clean ingredients. - **Simple Ingredient Formulations:** There is an opportunity to create other food products using only simple, honest ingredients to meet the demand for cleaner labels. - **Sustainable Food Productions:** There is an opportunity to develop sustainable food production practices to meet the demand for environmentally conscious food products. ### Who This Affects Most - **Food & Beverage:** Companies in the food and beverage industry can develop more plant-based options made with clean, simple ingredients to meet consumer demand. - **Agriculture:** The agriculture industry could focus on developing more sustainable practices to produce clean and simple ingredients for plant-based foods. - **Packaging:** The packaging industry could provide eco-friendly packaging solutions to support the production of sustainable and clean plant-based food products. ## Related on Trend Hunter - [Packaged Mashed Potato Products](https://www.trendhunter.com/trends/buttery-homestyle-mashed-potatoes.md) - [Expanded Instant Potato Ranges](https://www.trendhunter.com/trends/idahoan-buttery-homestyle-mashed-potatoes.md) - [Protein-Rich Mashed Potatoes](https://www.trendhunter.com/trends/idahoan-foods-1.md) - [Protein Mashed Potatoes](https://www.trendhunter.com/trends/protein-mashed-potatoes.md) - [Clean Label Plant-Based Meats](https://www.trendhunter.com/trends/beyond-meat-products.md) - [Cup-Style Potato Snacks](https://www.trendhunter.com/trends/idahoan-foods.md) - [Two-Ingredient Organic Fries](https://www.trendhunter.com/trends/organic-fries.md) - [All-Organic Potato Chips](https://www.trendhunter.com/trends/humble-potato-chips.md) - [Clean Label Veggie-Based Snacks](https://www.trendhunter.com/trends/garden-veggie-snacks-products.md)