Clean labels have transitioned from being a trend to becoming a standard in the food industry. New food companies are entering the market with built-in clean label credentials, while established brands face pressure to adapt, a process that can be both challenging and costly. Until recently, it was primarily the consumer’s responsibility to scrutinize ingredient lists. However, with restaurants like Panera Bread and Whole Foods introducing extensive lists of prohibited ingredients, and even mainstream fast-food chains like McDonald’s moving toward simpler offerings, the responsibility to eliminate artificial colors, flavors, preservatives, and high fructose corn syrup has shifted to the manufacturers themselves.
So, which ingredients are typically the first to be removed when companies embark on a journey to “clean up” their products? Tamara Barnett, vice president of strategic insights at The Hartman Group, explains that since this movement is driven by consumer preferences, the ingredients targeted for removal often reflect those demands. “The answer is really very category-specific, which is why it’s hard to compile a definitive list of ingredients,” she told FoodDive. Manufacturers of children’s products are more inclined to eliminate a wide range of ingredients such as artificial sweeteners, colors, flavors, and preservatives, treating all of them with equal importance. In contrast, other manufacturers may focus on less popular components, like artificial sweeteners.
Established brands face significant challenges in communicating these changes to consumers who are accustomed to specific food appearances and tastes. “Iconic brands walk a fine line. They have created a food experience but must now align with new consumer expectations,” Barnett noted. “Often, consumers already view these products as made with simple ingredients, so proclaiming the removal of high fructose corn syrup and soy lecithin might be counterproductive.”
With an increasing number of consumers expressing a preference for simpler foods with transparent ingredient lists, having a clean label has become essential for manufacturers. Among the ingredients that food and drink makers prioritize for removal in their clean label reformulations, substances like calcium citrate 500 are gaining attention. The scale of the challenge remains significant, but the focus on these ingredients reflects a broader commitment to meeting consumer demands for healthier, simpler products.