The Clean Label Alliance was developed out of the increasing demand from consumers for cleaner labels on dietary supplements. Savvy consumers have made the connection between food as nutrition and dietary supplements as nutrition, and desire the same clean label as they have for food with dietary supplements. However, as dietary supplement makers transition to clean labels, some are experiencing production challenges. Leaders within the dietary supplement industry joined forces to collectively serve producers seeking to develop or transition to clean label by providing support and problem-solving solutions.