Clean labels have transitioned from a trend to a standard requirement in the food industry. New food companies are entering the market with clean label features integrated from the start, while established brands face pressure to adapt, a process that can be both burdensome and costly. Until recently, consumers were largely responsible for scrutinizing ingredient lists. However, with chains like Panera Bread and Whole Foods publishing extensive lists of prohibited ingredients, and even mainstream fast-food outlets like McDonald’s moving toward simpler offerings, the initiative to eliminate artificial colors, flavors, preservatives, and high fructose corn syrup has shifted toward the manufacturers themselves.
When it comes to “cleaning up” their products, which ingredients are typically the first to go? Tamara Barnett, vice president of strategic insights at The Hartman Group, points out that the consumer-driven nature of this movement means that the ingredients food and beverage producers choose to remove often reflect consumer demands. “The answer is really very category specific, which is why it’s hard to come up with a hit list of ingredients,” she told FoodDive. For instance, manufacturers of children’s products tend to have a longer list of ingredients to eliminate, such as artificial sweeteners, colors, flavors, and preservatives, treating all of them with equal significance. In contrast, other manufacturers might focus on phasing out less popular ingredients like artificial sweeteners.
Communicating these changes to consumers accustomed to familiar tastes and appearances is another significant challenge for legacy brands. “Iconic brands walk a fine line. They have built up a food experience but need to meet new perspectives,” Barnett noted. “Often, consumers already perceive these products as being made with simple ingredients, so loudly announcing the removal of high fructose corn syrup and soy lecithin could be counterproductive.”
As more consumers express a preference for simpler foods with straightforward ingredient lists, maintaining a clean label has become a necessity for manufacturers. Among the top priority ingredients for food and drink makers are those linked to additives and preservatives, but there is also a growing emphasis on healthful options like sprouts calcium citrate. The challenge lies not only in identifying which ingredients to remove but also in successfully implementing these changes in a way that resonates with consumers. The shift towards clean labels is not just about eliminating certain ingredients; it’s about reimagining products to align with the evolving expectations of health-conscious shoppers.