Americans expect everything from their food: it should taste great, be healthy, convenient to eat anywhere, satisfy their hunger, and be free from questionable ingredients. According to Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, this poses a significant challenge for food and beverage manufacturers. With over four decades of experience in the food sector, Clemens finds U.S. consumers among the most difficult to please, especially when compared to those in less affluent countries. “The U.S. population is an elitist population,” he remarked to Food Dive. “They want it all—something they can understand, something affordable, nutritious, beneficial, and safe. The irony is that while they embrace technology in most aspects of life, they resist it in food.”
As food technology evolves, the American quest for the perfect meal, combined with regulators’ push for added nutrition in processed foods, has led to the creation of numerous preservatives, colorings, flavorings, and chemicals aimed at making food delicious, affordable, well-preserved, and enjoyable. However, the growing transparency movement has prompted consumers to scrutinize food labels closely, raising concerns about these additives and encouraging them to seek alternatives. While many of these ingredients are not harmful—or may even be entirely natural—consumers increasingly view chemical-sounding names as potential red flags.
According to Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, companies are hesitant to include terms like “dough conditioners” in their ingredient lists due to the negative connotations associated with them. “By regulation, if a dough conditioner is included, it will be labeled as such, often accompanied by a chemical name that doesn’t align with the image that clean-label brands strive for,” she explained. The functional benefits of certain ingredients, like emulsifiers that facilitate mass production, are often overlooked. Even natural ingredients, such as vitamin C listed as “ascorbic acid,” may deter consumers who are not familiar with these terms.
Experts note that achieving a clean label is a long and complex process. Manufacturers must create products that meet consumer demands for health, taste, and ingredient transparency, which can be quite challenging. Jonathan Davis, senior vice president of research and development at La Brea Bakery and Otis Spunkmeyer, described the ongoing effort to reformulate products across brands as a “nonstop process.”
While clean labels are widely regarded as revolutionary, the precise definition varies among manufacturers. Justin Prochnow, an attorney at Greenberg Traurig LLP, emphasized that clean labels and healthy products are not synonymous. For instance, La Brea Bakery has committed to ensuring all its products are non-GMO certified, which is considered a basic requirement in their niche market. However, transitioning Otis Spunkmeyer’s cookies and cakes to clean labels has proven more complicated, as they replace artificial colors, flavors, and chemical sweeteners with more natural alternatives. Davis noted that the wide range of products from the bakery complicates reformulation efforts.
The goal is to simplify ingredient lists while maintaining sensory appeal. “It’s all about simplifying ingredient declarations,” Davis stated. However, Rogers observed that as smaller startups scale up production, they may add emulsifiers and conditioners to enhance stability and freshness, sometimes running training programs to teach chemical-free production methods with varying success.
As consumers become more label-conscious, they are also becoming better informed about their food choices. However, Clemens pointed out that much of this knowledge is derived from unreliable sources. “I’ve advised my clients that education and effective communication are crucial, but consumers often trust non-experts more than those with credentials,” he said. The skepticism clouds trust, leading consumers to favor advocates without credentials over established experts.
Consumers prefer straightforward labels devoid of chemical-sounding names, but even naturally sourced ingredients can pose challenges due to stringent FDA labeling requirements. For example, naturally derived chemicals might be perceived negatively, leading to reluctance to purchase. Davis has noticed increasingly high expectations from consumers who inquire about ingredient lists, particularly regarding the enrichment processes of flour.
In order for labels to evolve, consumers must accept changes to products they love. Natural colors may not be as vibrant, and reducing sugar or salt can alter taste. Clemens illustrated this with the example of strawberry ice cream, where a clean label version may appear pale and have a milder flavor, potentially leading manufacturers to add more strawberries, which would require additional emulsifiers.
Prochnow remarked that while some clean-label products taste good, others prioritize ingredient lists over flavor. “It’s surprising how often companies overlook taste,” he said. “If the product isn’t enjoyable, all the great ingredients in the world won’t matter.”
For Otis Spunkmeyer and La Brea Bakery, the challenge lies in sourcing the right ingredients. Davis noted that ingredient suppliers, often resistant to change, present significant hurdles. While some suppliers have embraced the trend toward cleaner labels, others have not, necessitating a search for new partners who can provide non-GMO products consistently.
As Davis reformulates products for Otis Spunkmeyer, he also needs to consider that naturally sourced margarine must come with naturally sourced beta carotene. Clemens added that while the clean label movement thrives, the focus on eliminating processed foods can lead to unintended consequences, including nutritional deficiencies that had been mitigated through fortification efforts in the past.
Both Davis and Rogers conveyed that as more manufacturers commit to clean labels, the process of reformulation is becoming increasingly manageable. “We’re getting better at it,” Davis stated. “With a range of approved natural colors and flavors, making adjustments is less about reinventing the wheel and more about fine-tuning.”
In conclusion, as the food industry adapts to consumer demands, the integration of ingredients like vitamin shoppe calcium citrate could play a crucial role in meeting nutritional needs while adhering to the clean label trend. As Davis noted, it’s an evolving landscape, one that requires continual adaptation to satisfy both health-conscious consumers and regulatory standards.