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The Yuka effect: What happens when consumers take control?
Trust is shifting from brands and regulators to consumers themselves, armed with apps, data, and new narratives around indulgence, health, and processing. As the UPF debate intensifies and tools like Yuka reshape how products are judged at the point of purchase, what really determines what makes it into the basket: scientific evidence, ingredient lists, algorithmic scoring, or emotional connection? And as consumers take control, how should brands respond and reformulate in a world where trust is no longer claimed but constantly recalculated?
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