A producer of ambient canned soups ran into barriers at the retail level. Competitors with fewer E-number declarations on the labels were taking over their shelf space. Under pressure to move towards a cleaner label, the search was on for new ingredients. Avebe’s UHT-stable potato starch system delivered the answer. It maintains target viscosity and texture through sterilisation and across the full shelf life, with no retrogradation or phase separation. Soup retains its smooth, creamy appearance and a mouthfeel consistent with the original formulation. A single clean-label declaration replaced the modified starch E-numbers on the label, allowing the producer to reclaim precious shelf space at the retail level.