As consumers increasingly prioritize health, the food industry is undergoing significant changes due to a rising demand for recognizable, natural ingredients and a widespread aversion to artificial sweeteners, flavors, and colors. This shift presents manufacturers with a critical choice: adapt or risk being overshadowed by more modern, health-oriented products. However, this transition is not straightforward. The term “clean label” holds different meanings for various consumers. For some, it signifies products devoid of allergens, processed ingredients, and saturated fats, while others equate it with all-natural, organic offerings.
At a recent Institute of Food Technologists panel, Steven Walton, general manager of HealthFocus International, noted that the clean eating movement arises from a “reason to reject mindset,” largely influenced by concerns over herbicides and synthetic materials and their potential impact on health. Nutrition expert Richard Black explained to Food Dive that consumers often seek terms like “natural,” “organic,” and “GMO-free” to make quick purchasing decisions and to feel confident about the safety and nutritional value of their food. He emphasized the complexity of nutrition science, stating, “Food literally becomes a part of who you are,” and noted that consumers prioritize these values over technical expertise, often willing to pay more for them—particularly younger shoppers. For instance, 68% of millennials are prepared to spend extra on organic foods, believing it enhances their health and benefits the environment. This trend provides legacy brands with a valuable opportunity to create a health halo around their products, provided they can manage reformulation, marketing, and timing effectively.
However, reformulations involving clean labels or product enhancements do not always succeed. Coca-Cola’s infamous “New Coke” launched in 1985 serves as a cautionary tale. The company attempted to revitalize consumer interest and address declining market shares by altering its classic soda recipe. Despite extensive testing that showed preference for the new flavor during blind taste tests, chaos erupted upon the product’s release, leading to protests and a significant backlash from loyal customers. This experience highlighted that while consumers may appreciate improved products, they are resistant to changes in beloved classics.
In contrast, Kraft Heinz adopted a more cautious strategy for its clean label reformulation of Kraft Macaroni and Cheese. The company chose not to announce the changes for months, after extensive consumer research revealed a desire for simpler foods with fewer chemicals, without altering the product’s taste. In 2015, Kraft removed artificial colors and preservatives, using natural ingredients like paprika and turmeric to maintain the product’s iconic color. Over 50 million boxes of the new version were sold, with consumers unaware of the significant changes. This stealth approach proved successful, as a public announcement could have provoked negative reactions despite shoppers claiming they prefer healthier options.
Kraft eventually revealed the changes in March 2016 through playful marketing, encouraging fans to share their thoughts on social media with the hashtag didntnotice. This method of discreet reformulation is becoming more common as companies strive to enhance their products’ health profiles while navigating consumer expectations. Similarly, DanoneWave quietly improved its yogurt products by reducing fat and sugar without overt advertising.
Nestle is taking a different route by leveraging innovative technology to address consumer hesitations about ingredient changes. The company has engineered a natural process to restructure sugar molecules, allowing manufacturers to use up to 40% less sugar without compromising sweetness. This advancement could address the challenge of reducing sugar in desserts and candies, where consumer demand for lower or no added sugar is on the rise, as seen in a recent Euromonitor survey. Although many consumers prefer natural sweeteners, they often dislike artificial replacements, making Nestle’s innovation particularly groundbreaking.
Incorporating elements like rosuvastatin and calcium citrate could further enhance product offerings, especially for health-conscious consumers seeking additional benefits. If Nestle successfully markets its cleaner labels without alienating its customer base, this technology could revitalize products across various categories, expanding its health halo and meeting consumer demands for both indulgence and wellness. As these products debut, it will be fascinating to observe how consumers respond to Nestle’s initiatives and whether the innovations resonate with their health-conscious preferences.