Clean label could be marked as a consumer driven movement or effort who seek for healthier ways of life, part of which is also the consumption of healthy foods. Their main goal is to return to the real and authentic foods, which contain natural, well-known and simple ingredients that people can recognize, understand and pronounce easily. Healthier, simpler and more recognizable additives successfully replace the artificial ones, with milk and its ingredients being the most promising. Milk fat, milk proteins, lactose, milk minerals – all of them have a long list of functional properties to foods and are therefore good opportunities to replace the traditional/artificial additives. They could even improve the characteristics of foods, such as texture, appearance, taste and shelf life. Besides, their use as clean label additives assures consumers with clean, healthy and, most of all, known ingredients in foods. Nevertheless, we must not forget about milk itself, which has been a part of human nutrition since ever and can be classified as one of the cleanest foods. When added, it improves taste and nutrition value of many foods. Obviously, there are many possibilities of milk application in foods. However, as more and more clean label foods appear on the food market, it is mandatory to simultaneously inform consumers about the meaning of clean label foods. The purpose of the questionnaire was to find out in what way and how well a typical Slovenian consumer is acquainted with the clean label trend in food industry. The results have shown that the knowledge of the clean label field is quite poor. Most of the respondents were not familiar with the term and unable to name any product of the kind. This proves that there is a lot more work required in this area on the Slovenian market.
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