Americans desire a comprehensive solution when it comes to food. They seek meals that are not only delicious and nutritious but also portable, satisfying, and free of dubious ingredients. According to Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, this presents a significant challenge for food and beverage manufacturers. With over forty years of experience in the industry, Clemens has noted that U.S. consumers can be particularly difficult to cater to, especially when compared to those in less affluent countries. “The U.S. population is quite selective,” he shared with Food Dive. “They want clarity in what they consume. They desire affordability, nutrition, safety, and benefits—all at once. It’s fascinating that while they embrace technology in various aspects of life, food seems to be an exception. This paradox is perplexing.”
As food technology progresses, the American appetite for the ideal meal—alongside regulatory pressures to enhance nutritional value in many processed foods—has spurred the creation of numerous preservatives, colorants, flavorings, and chemicals designed to make food appealing, affordable, and long-lasting. However, the transparency movement has led to increased consumer scrutiny of food ingredients. Many additives have begun to raise concerns, prompting consumers to seek alternative options. Although certain ingredients on labels may not pose risks and can even be entirely natural, consumers are increasingly wary of anything that sounds chemical.
“Companies are becoming hesitant to use terms like dough conditioners,” Jeni Rogers, a food regulations attorney at Holland & Hart LLP, told Food Dive. Many of her clients are small startups in the organic and natural food sectors. “Regulations dictate that if a dough conditioner is included in the ingredients list, it must be labeled as such, often accompanied by a chemical name that doesn’t align with the image that clean-label brands aim to project.”
The functional roles of some ingredients, such as emulsifiers that facilitate large-scale production, often go unrecognized. Similarly, vitamin C may appear on labels as “ascorbic acid,” which can deter consumers who don’t understand it. If consumers find something unfamiliar, they may choose not to buy it, which can significantly impact a company’s profitability.
Experts agree that achieving a clean label on food products is a challenging and lengthy process. Crafting a product that meets consumer demands for health, taste, and simplicity is a tall order. “We seem to be in a cycle of constantly updating our food offerings across all brands,” stated Jonathan Davis, senior vice president for research and development at La Brea Bakery and Otis Spunkmeyer. “It feels like an endless endeavor.”
While many in the industry acknowledge that clean labels are transforming the food sector, opinions differ on what constitutes a clean label. What one manufacturer views as a clean label, another may see as a product list needing significant improvement. “Often, people conflate clean labels with healthy labels,” noted Justin Prochnow, a food regulations attorney with Greenberg Traurig LLP. “However, they don’t necessarily mean the same thing.”
For La Brea Bakery, part of their clean label initiative involved certifying all products as non-GMO. This commitment was made last year, as non-GMO status is viewed as a basic requirement for their niche. Conversely, the transition to clean labels for Otis Spunkmeyer’s cookies and cakes has been more complex. Their “no funky stuff” initiative aims to replace artificial colors, flavors, and chemical sweeteners like high fructose corn syrup with more natural alternatives. The diverse range of products offered by the bakery makes reformulation a long-term task, as they started with cookies and then moved on to other items.
Davis emphasized that the goal is to simplify ingredient declarations while maintaining sensory appeal. “Once we finish reformulating one product, we often find ourselves back at it for another reason,” he explained. Many of Rogers’ clients, particularly smaller startups, face challenges when scaling up production. Ingredients like emulsifiers and conditioners may be added to enhance large-scale manufacturing or improve shelf stability and freshness. Some companies implement training programs to teach their teams how to create products without these chemicals, but the results can be mixed.
As consumers become more label-conscious, they are learning about what they consume. However, Clemens believes that public knowledge about food is still lacking. He observes that many individuals, even within the scientific community, rely on “Dr. Google” for information rather than trusted sources. “I’ve often advised my clients that education and effective communication are crucial,” he stated. “Yet, the challenge is that the average consumer may trust non-credentialed individuals more than those with qualifications.”
Consumers often seek products with straightforward labels devoid of chemical-sounding names, yet such labels may not always be achievable, even with entirely natural ingredients. The FDA mandates strict labeling requirements that dictate how various items must be represented. Natural ingredients must undergo rigorous testing to ensure their safety, especially since naturally benign substances can become potent when concentrated. Consequently, the labeling of these ingredients can sometimes make them appear off-putting.
Davis remarked that consumer expectations are exceedingly high. He receives inquiries about the ingredients in flour and its enrichment process, but these are primarily questions rather than complaints. For labels to evolve, consumers must be open to modifications in their favorite products. Natural colors may not be as vivid as artificial ones, and the removal of certain additives can alter texture. Lowering sugar and salt content can also affect taste.
Clemens provided an example regarding strawberry ice cream. Consumers typically envision bright pink scoops that are sweet and bursting with berry flavor. However, a clean label version would likely appear white or pale pink, lacking artificial dyes. This alteration in color and flavor might lead manufacturers to consider adding more strawberries, which could require additional emulsifiers—compounding the challenge of finding acceptable emulsifiers that don’t sound overly chemical.
“The reality is that the food supply will evolve, and consumer perceptions of products like strawberry ice cream will need to adapt,” Clemens stated. “The question is whether they will accept a white ice cream. I believe they will.”
Prochnow acknowledged that there are clean-label products that taste great, but some reformulations prioritize the ingredient list over flavor, leading to less palatable outcomes. “It surprises me how often companies overlook taste,” he remarked. “While it’s commendable to have quality ingredients, if a product is unpalatable, those ingredients won’t matter because consumers won’t repurchase it.”
The trend towards reducing sugar has driven many manufacturers to incorporate more stevia and other natural sweeteners, which often do not deliver the same taste. For Otis Spunkmeyer and La Brea Bakery, the issue of sweeteners has not been significant. However, Davis noted that ingredient suppliers pose a considerable challenge. “The biggest hurdle we face is sourcing the right ingredients and partners for large-scale initiatives,” he explained. “Some suppliers are so entrenched in their practices that they resist engaging in new projects.”
Davis has experienced mixed outcomes with his suppliers. In some cases, suppliers have been more willing to adapt due to the clean label movement. However, for La Brea Bakery, he has encountered more resistance from suppliers, necessitating the search for alternative providers of non-GMO products. One major obstacle involved sourcing cheese for specific breads, which requires that the dairy cows consume non-GMO feed. Although a new cheese supplier has been identified, the cheese has yet to be incorporated into products due to aging requirements. Once utilized, this new cheese will likely alter the appearance and taste of the final products.
Cleaning up labels can also involve unexpected complexities. While reformulating Otis Spunkmeyer products, Davis needed to find a naturally sourced margarine, but the beta carotene within it also had to come from natural sources. Clemens cautioned that as the clean label movement gains traction and online opposition to processed foods intensifies, a crucial aspect may be overlooked: “Food is processed to ensure safety and maintain nutritional value,” he stated. “If we prioritize clean labels to the detriment of safety and nutrition, we risk creating a generation of nutrient deficiencies.”
Products like flour and cereals have traditionally been fortified with vitamins and minerals to enhance consumption and overall health. Clemens noted that such deficiencies have not been observed in generations since the fortification movement began.
Both Davis and Rogers expressed that as more manufacturers pursue clean labels, it is becoming easier to reformulate products. “We’re improving continuously,” Davis said. “Once we have a comprehensive arsenal of natural colors and flavors ready for use, the process becomes about fine-tuning rather than starting from scratch. For example, vanilla extract can now be applied across various products, as we have proven its effectiveness.”
In conclusion, while achieving clean labels is an ongoing journey filled with challenges, the industry’s evolution offers opportunities for innovation and adaptation. As consumers become more discerning, the focus on transparency and simplicity in food products is likely to shape the future of the food industry. Furthermore, ingredients like calcium citrate, known for its beneficial properties, could become more prominent in formulations, aligning with the growing consumer demand for health-conscious options.