Another important aspect in controlling oxidation is the negative connotation many additives tend to have for the consumer. Traditional synthetic antioxidants such as butylated hydroxyanisole (BHA) and tertiary butylhydroquinone (TBHQ) are often no longer accepted. There is a general trend to keep the product label as simple and as clean as possible. In this respect, natural plant extracts that contain molecules with antioxidant activity can be used to tackle shelf life problems while remaining label-friendly.
Other processes like frying also leads to undesired chemical and physical changes that affect both the quality of the deep-frying medium and fried food. Frying, for example, is a complicated, multi-factor process where the frying oil undergoes a complex series of oxidation reactions. A natural antioxidant can be used to protect frying oil from deterioration.