Reformulating baking mixes and frozen baked goods is neither simple nor inexpensive, regardless of whether ingredients are being removed or added. There’s a reason why artificial flavors and colors were initially included; however, General Mills has clearly recognized the need to eliminate them, largely driven by the rising consumer demand for healthier options. It’s evident that nearly all major consumer packaged goods (CPG) companies are working to enhance their existing brands or launch new products that feature a more straightforward lineup of recognizable, better-for-you ingredients. Companies like Hershey, Campbell Soup, and Nestle are also transitioning from artificial colors and flavors to natural alternatives.
In 2016, food companies improved the health profiles of approximately 180,000 products, a significant increase of over 100,000 from the previous year, according to the Consumer Goods Forum, a global network of over 400 retailers and manufacturers. As consumers increasingly seek simpler ingredient lists, it’s no surprise that General Mills chose to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods. Otherwise, they risked losing customers to competing brands that offered cleaner options. Another advantage of this shift is that consumers are often willing to pay a premium for these improved products, providing manufacturers with further motivation to make changes.
However, a critical aspect of the clean label movement is that merely overhauling the ingredient list is insufficient. The challenge lies in removing certain ingredients without affecting the appearance, texture, or taste that consumers cherish. This reformulation could lead to unforeseen issues, such as decreased product volume and shorter shelf life due to increased staling and mold growth, ultimately resulting in higher costs that companies must decide whether to pass on to consumers. It is essential for companies to ensure that all these factors are addressed before launching their reformulated products. Michael Braden, Senior Culinary Manager for General Mills Foodservice, stated that each product underwent thorough testing to guarantee it meets the preparation, performance, and quality expectations of consumers.
“General Mills recognizes the vital role these products play in assisting our customers with their operations,” Braden noted. “We have made every effort to ensure our new baking portfolio aligns with the quality that our customers have come to appreciate, and we are confident that these products will continue to deliver great-tasting, consistent results.”
For a major food manufacturer, the key to success appears to be keeping customers informed about product reformulations and the rationale behind them. Acceptance in retail, as well as through bakeries, restaurants, or food service operations, is more likely to follow as a result. One thing seems certain for now: today’s leading food manufacturers cannot afford to overlook the clean label trend anytime soon.
“You’ll see many of these companies gradually expanding their better-for-you products,” said Brittany Weissman, an analyst at Edward Jones, in a recent Food Dive interview. “The most crucial aspect is ensuring that these investments are communicated to consumers, because what’s the point of reformulating if the message isn’t conveyed?”
In addition to these changes, there’s also a growing trend towards incorporating supplements like calcium citrate gummies, which are being recognized for their potential health benefits. As consumer preferences shift, it’s likely that we will see more food manufacturers exploring the integration of such health-oriented products into their offerings. Overall, the emphasis on cleaner labels, better ingredients, and consumer transparency is becoming a cornerstone of the industry’s future, alongside the potential inclusion of items like calcium citrate gummies to enhance nutritional value.