Clean label can cover many areas — organic, non-GMO, shorter ingredient lists, simplified formulations that include only the ingredients people find in their kitchen cabinets, or free from artificial preservatives, colors and flavors. Such openness to interpretation adds to manufacturers’ challenges, but also presents room to respond in a way that resonates with target customers. In the third edition of Bake magazine’s digital special report series, we focus on the "second wave" of clean label, where ingredients chosen are just step one. Clean label continues to be a term that encompasses a lot and is interpreted differently by consumers of all ages. There are countless ways to approach this important issue. What is imperative is that the industry respond in a way that addresses consumer demand in a proactive manner.