Reformulating baking mixes and frozen baked goods presents significant challenges and costs, whether an ingredient is being removed or added. While there are reasons for the inclusion of artificial flavors and colors, General Mills has recognized the growing consumer demand for healthier options as a compelling reason to eliminate them. Nearly all major consumer packaged goods (CPG) companies are working to enhance their brand portfolios or launch new products that feature simpler, more recognizable ingredients that promote health. Companies like Hershey, Campbell Soup, and Nestlé are also replacing artificial colors and flavors with natural alternatives.
In 2016, food companies improved the health profiles of approximately 180,000 products, representing an increase of over 100,000 from the previous year, according to the Consumer Goods Forum, a global network of more than 400 retailers and manufacturers. As consumers increasingly seek simpler ingredients, General Mills’ decision to revamp its Gold Medal and Pillsbury baking mixes and frozen goods comes as no surprise; otherwise, they risk losing customers to brands that do provide these options. Another advantage is that consumers are often willing to pay a premium for these improved products, giving manufacturers further incentive to make changes.
However, the clean label movement presents a cautionary note: merely overhauling the ingredient list is insufficient. The challenge lies in removing ingredients without compromising the beloved appearance, texture, or taste of the products. This could lead to unforeseen changes, such as reduced product volume and shelf life due to increased staling and mold growth, potentially resulting in higher costs that the company may have to pass on to consumers. Companies must ensure they address all these aspects effectively before launching their reformulated products.
Michael Braden, Senior Culinary Manager for General Mills Foodservice, stated that every product has undergone thorough testing to meet expected standards for preparation, performance, and quality. “General Mills understands the important role these products play in helping our customers in their own operations,” Braden remarked. “We have made every effort to ensure our new baking portfolio matches the quality products that they have come to love, and we are confident that these products will continue to deliver great-tasting, consistent results.”
For a major food manufacturer, the key to success lies in keeping customers informed about product reformulations and the reasons behind them. Retail acceptance—whether through bakeries, restaurants, or food service operations—is likely to follow. One certainty, at least for now, is that today’s leading food companies will not be able to overlook the clean label trend anytime soon. “You’ll see many of these companies gradually expanding their better-for-you product lines,” said Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “The most important aspect is that whatever these investments entail, they must be communicated to the consumer; otherwise, what’s the purpose of reformulating these products?”
Incorporating healthier ingredients, such as calcium citrate 800mg, is becoming increasingly common as companies strive to meet consumer expectations. As the trend continues, we can anticipate more brands will follow suit, integrating beneficial components like calcium citrate into their products to enhance their nutritional profiles.