What does it mean to be a “clean” brand?
The term "clean eating" is highly subjective and lacks a regulated definition. For some, it means consuming whole, unprocessed foods. For others, it prioritizes organic ingredients free from pesticides and GMOs. A growing number of consumers define 'clean' by what is excluded—namely, allergens, artificial ingredients, and highly processed components. MadeGood leans heavily into these latter definitions by focusing on its certifications and commitments.
MadeGood's commitments and certifications
MadeGood has built its brand reputation on transparency and high standards, which are key pillars of the clean eating movement. Their major certifications include:
- Certified Organic: All MadeGood products carry the organic certification, meaning their ingredients are produced without the use of chemical fertilizers, pesticides, or genetically modified crops.
- Non-GMO Project Verified: This seal ensures that their products have gone through a verification process to avoid genetically modified organisms.
- Certified Vegan: All products are certified vegan, containing no animal products or by-products.
- Allergen-Friendly: The brand operates in a dedicated facility free from the most common allergens, including peanuts, tree nuts, dairy, egg, wheat & gluten, soy, sesame, fish, and shellfish.
- Ethical Sourcing: MadeGood ethically sources its ingredients from various regions and works with certified organic farmers.
- Environmental Responsibility: The company is a Certified B Corp and Zero Waste certified, reflecting its commitment to people and the planet. They are also Plastic Neutral through a partnership with rePurpose Global.
Deconstructing MadeGood's ingredients
While certifications are a strong indicator of 'clean' practices, a closer look at the ingredients provides a more complete picture. Most MadeGood products feature a base of pure gluten-free oats, combined with other organic ingredients like brown rice crisps and sunflower oil.
However, some ingredients raise questions for those following the strictest clean eating protocols:
- Sugars: Many MadeGood products contain multiple types of natural sugars, such as agave syrup, brown rice syrup, and invert cane syrup. While natural, these are still added sugars. For example, a single Chocolate Chip Granola Bar contains 6 grams of sugar.
- Hidden Vegetables: A key selling point for MadeGood is the inclusion of vegetable extracts from spinach, broccoli, carrots, tomatoes, beets, and shiitake mushrooms. These are freeze-dried and powdered to preserve nutrients and minimize taste. While the concept is positive, some reviews note that it's a way to fortify a product that might otherwise lack significant nutrition.
- Palm Fruit Oil: Some products list sustainable palm fruit oil as an ingredient. While certified sustainable, palm oil has faced environmental scrutiny over deforestation practices.
Nutritional profile: A closer look
From a nutritional standpoint, MadeGood snacks offer certain benefits while having notable limitations.
Benefits
- Vitamins: The added vegetable extracts contribute vitamins A, C, D, E, and B6, with each serving providing at least 20% of the daily requirement.
- Allergen Safety: The dedicated production facility and certification process make these snacks exceptionally safe for individuals with common food allergies.
Limitations
- Low Protein and Fiber: Reviewers and consumers often point out that MadeGood snacks are high-calorie for their relatively low protein and fiber content. The typical protein count is only around 2 grams per serving.
- Sugar Content: While natural, the added sugar content is not insignificant. For a small snack, 6 grams of sugar can add up quickly, especially for kids.
MadeGood vs. The Alternatives
This table provides a comparison of a typical MadeGood snack with a standard processed granola bar and a simple whole food alternative.
| Feature | MadeGood Granola Bar (e.g., Chocolate Chip) | Generic Granola Bar (Processed) | Whole Food Alternative (e.g., Apple & Almond Butter) |
|---|---|---|---|
| Ingredients | Organic oats, agave syrup, vegetable extracts, chocolate chips | High fructose corn syrup, processed flour, artificial flavors | Apples, almonds (or other nuts/seeds) |
| Allergen Status | Free from 9 common allergens, nut-free facility | Often contains nuts, gluten, soy, dairy | Varies; potential for cross-contamination with nuts |
| Certifications | Organic, Non-GMO, B Corp, Vegan, Zero Waste | Varies; often none or minimal | None needed, inherent whole food |
| Added Sugar | Moderate (e.g., 6g per bar) | High (often 10g+ per bar) | None (sugar is natural to fruit) |
| Protein Content | Low (e.g., 2g per bar) | Variable, can be higher with added protein | Higher, especially with nuts or seeds |
| Processing Level | Minimally processed (baking, mixing) | Highly processed | Minimal to none |
Ethical and environmental practices
Beyond ingredients, the concept of a "clean" brand has expanded to include a company's broader impact. MadeGood's commitment to social and environmental responsibility further strengthens its claim to being a clean brand. As a B Corp, they meet high standards of verified performance, accountability, and transparency. Their Zero Waste certification indicates a dedication to reducing their environmental footprint, diverting over 90% of waste from landfills. The partnership with rePurpose Global has made them plastic neutral, a significant step in addressing packaging waste.
The Verdict: Is MadeGood a clean brand?
Based on a comprehensive review, MadeGood operates with a high degree of transparency and ethical conduct, aligning with many facets of what consumers consider "clean." The brand's products are certified organic, non-GMO, vegan, and free from common allergens, a critical factor for many families. Their commitment extends beyond the product itself to environmental initiatives through B Corp and Zero Waste certifications.
However, it is important to understand the nuance. While the ingredients are organic, the products are still manufactured and contain added sugars like agave syrup. From a strict, unprocessed whole-food perspective, these are not as "clean" as a piece of fruit. The nutritional profile also shows low protein and fiber relative to the calorie count.
Ultimately, whether MadeGood is a "clean" brand depends on your personal definition. For consumers prioritizing allergen-free, organic, and ethically sourced options, MadeGood is an excellent and reliable choice. For those seeking minimally processed snacks with higher protein and lower sugar, it may be beneficial to complement MadeGood with other whole-food options.
Visit the official MadeGood Foods website for specific product information and nutritional details.
Conclusion: A clean choice, but with caveats
MadeGood is a brand that delivers on its promises of being organic, allergen-friendly, and ethically-minded. These factors position it as a strong contender in the "clean" snack category, especially for those with dietary sensitivities. However, like most packaged snacks, it is not a perfect whole food. The use of concentrated natural sugars and relatively low protein and fiber content mean that it should be part of a balanced diet, not the sole source of a healthy snack. Overall, MadeGood provides a clean, safe, and delicious alternative to many highly processed treats, but consumers should be mindful of the nutritional context.
