Understanding the 'Clean' Label
For many health-conscious consumers, the term "clean eating" is about more than just avoiding junk food. It implies a deeper level of transparency and quality, focusing on whole, unprocessed ingredients without artificial additives, preservatives, or sweeteners. Simple Mills has built its brand on this very premise, with a mission to use simple, real food ingredients. Their commitment to this philosophy is a primary reason for their popularity, especially among those with dietary restrictions or specific health goals. But a closer inspection is necessary to determine if their products truly live up to the clean label standard.
Simple Mills' Ingredient Philosophy
Simple Mills prides itself on using straightforward, recognizable ingredients. A quick look at the ingredients list for their Almond Flour Crackers reveals a short list of items: Nut and Seed Flour Blend (almonds, sunflower seeds, flax seeds), tapioca, cassava, organic sunflower oil, sea salt, organic onion, and rosemary extract for freshness. This contrasts sharply with many conventional snack foods that contain a litany of complex chemical names, fillers, and artificial flavors. The brand emphasizes using nutrient-dense, plant-based ingredients like almond flour and coconut sugar, which are perceived as healthier alternatives to refined flour and sugars.
Ingredient Sourcing and Transparency
The company is also transparent about its ingredient sourcing. Simple Mills states that it handpicks its ingredients and avoids artificial flavors or fillers. In a blog post, they detail their sourcing of organic palm shortening and coconut sugar, highlighting their focus on sustainable and ethical practices. The brand claims 100% label transparency, meaning every ingredient is disclosed on the label. While the company is no longer universally Non-GMO Project Verified due to cost, it maintains that it will never use genetically modified ingredients.
Evaluating the Nutritional Profile
While simple ingredients are a positive sign, the overall nutritional profile is also important. Some reviews note that while Simple Mills products are made with cleaner ingredients, some snacks can still be high in calories and fat. For example, their almond flour crackers have a higher calorie density than some grain-based alternatives. However, they often contain more beneficial nutrients, like healthy fats from almonds and flaxseeds, and are typically lower in refined carbohydrates. A comparison table can help illustrate the difference.
Comparison: Simple Mills Crackers vs. Conventional Crackers
| Feature | Simple Mills Almond Flour Crackers (Fine Ground Sea Salt) | Standard Wheat Flour Crackers (e.g., Saltines) |
|---|---|---|
| Key Ingredients | Almonds, sunflower seeds, flax seeds, cassava, organic sunflower oil | Enriched flour (wheat flour, niacin, reduced iron, thiamine mononitrate, riboflavin, folic acid), vegetable oil, salt, baking soda |
| Gluten-Free | Yes, certified gluten-free | No, contains wheat gluten |
| Non-GMO | Non-GMO policy, though not all products certified due to cost | Varies by brand; often not certified |
| Artificial Ingredients | None | May contain artificial flavors or additives, depending on brand |
| Nutrient Density | Higher in healthy fats and protein from nuts and seeds | Primarily refined carbohydrates |
The Importance of Context
It's crucial to remember that "clean" does not automatically equate to "healthy" in all contexts. A high-calorie, high-fat cookie made with clean ingredients is still a cookie and should be consumed in moderation. Simple Mills offers a wide range of products, and their nutritional content varies. For instance, their brownie mix provides a different nutritional profile than their seed flour crackers. The brand offers genuinely helpful alternatives for those with specific dietary needs, such as celiac disease or gluten sensitivities, who find it challenging to get snacks free of artificial additives.
Simple Mills and Dietary Restrictions
Simple Mills products are a lifeline for many with food sensitivities or allergies. The company explicitly states that all its products are certified gluten-free and undergo extensive third-party testing. They also cater to other dietary needs, offering many vegan, paleo-friendly, and grain-free options. This makes them a reliable choice for individuals needing to avoid common allergens and artificial ingredients, reinforcing their reputation for producing cleaner products.
Final Verdict: Are Simple Mills products clean?
Based on a thorough analysis of their ingredients, sourcing, and stated mission, Simple Mills products can be considered clean by most common standards. The company's commitment to using simple, recognizable, and high-quality ingredients without artificial additives is evident. However, the term "clean" should always be balanced with an understanding of overall nutritional content and consumption in moderation. For those seeking alternatives to heavily processed, conventional snacks and baking mixes, Simple Mills offers a transparent and well-intentioned option that lives up to its promise of simplicity and quality.
Conclusion
In conclusion, Simple Mills has successfully positioned itself as a provider of clean, high-quality food products. By focusing on whole, recognizable ingredients, ensuring gluten-free certification, and practicing a degree of transparency in sourcing, the brand appeals to a growing market of health-conscious consumers. While the caloric and fat content of some products should be considered within the context of a balanced diet, Simple Mills provides a solid option for those prioritizing simple, natural, and free-from ingredients in their food choices.
SPOKIN provides additional context on Simple Mills' commitment to label transparency.
