When Nestle decided to reformulate its beloved Stouffer’s Macaroni and Cheese to incorporate more fresh and recognizable ingredients, the company’s executives understood the need for caution to avoid alienating loyal customers. Having been introduced by Nestle over 60 years ago, this macaroni and cheese dish has become a staple in the Stouffer’s lineup, and longtime fans would likely resist changes to their cherished meal. However, with consumers increasingly seeking products that feature fresher, simpler, and more identifiable ingredients, companies like Nestle find themselves compelled to make significant adjustments to long-standing recipes — a process that can be both daunting and time-consuming.
“It took us much longer than anticipated,” stated Kelly Malley, director of marketing for Nestle USA’s food division, in an interview with Food Dive. “Our team put in a tremendous effort to create a simple ingredient list without compromising the taste that consumers have come to love over the years.” Before initiating changes to the macaroni and cheese recipe, executives analyzed what consumers associated with the product, such as its flavor, texture, and mouthfeel, while also identifying unfamiliar terms on the label that needed to be eliminated.
Shortly thereafter, the company’s chefs collaborated with food scientists, ingredient specialists, and product suppliers to develop new recipes that retained the essence of the original product. Only the most promising options underwent side-by-side taste tests with both the old and reformulated recipes presented to occasional and dedicated consumers — defined as those who enjoy the product at least weekly. Malley noted that after testing 15 different recipes — some of which failed to achieve the desired creaminess — Nestle ultimately selected a version to launch in January 2017. The new ingredient list is now shorter and simpler, having removed artificial colors, flavors, and preservatives, while focusing on ingredients commonly found at home, such as freshly made pasta, cheddar cheese, and skim milk. One change included substituting margarine for butter.
“This was an opportunity to respond to our consumers’ needs, and it required a lot of work,” Malley said. “We took a disciplined approach to ensure we felt confident about our product before launching it, which may have extended our timeline, but we were pleased with the consumer feedback.” So far, the results have been encouraging. Nestle reported that the ingredient changes for its macaroni and cheese have received a positive response from shoppers. “It was gratifying to see consumers excited about the product, feeling it was fresher and more appealing,” Malley added.
Food companies are increasingly focused on enhancing the health profiles of their products, with about 180,000 items reformulated in 2016, up by over 100,000 from the previous year, according to the Consumer Goods Forum. The driving force behind this shift is clear: consumers are prioritizing healthier and fresher options. Even when indulging in ice cream, cereal, or macaroni and cheese, they prefer a simplified list of recognizable ingredients. Research from Innova shows that 75% of U.S. consumers claim to read food product labels, while 91% believe that products with recognizable ingredients are healthier. A Nielsen study in 2014 found that over 60% of U.S. consumers considered the absence of artificial colors and flavors an important factor in their food purchases.
However, overhauling a product is no simple task, and in some cases, companies have opted, at least temporarily, not to pursue cleaner labels. Hershey, which announced in 2015 its intention to simplify ingredients in many of its candies, has faced challenges in recreating the vibrant colors of its Jolly Ranchers without artificial additives. Likewise, General Mills encountered difficulties when trying to eliminate artificial colors and flavors from its cereals, ultimately leading to the reintroduction of the classic Trix cereal after consumer feedback indicated dissatisfaction with the healthier update.
Campbell Soup, a company synonymous with its namesake product, began removing artificial colors and flavors from nearly all its North American offerings in 2015, starting with its more than 120 frozen soups. “Whenever we could add protein, vegetables, and vitamins, we did so. If there was an unnecessary additive, we removed it,” noted Kevin Matier, general manager of Campbell Soup’s North America Foodservice, in an email to Food Dive. The company undertook a meticulous review of its recipes and ingredients over a two-year period to align with its definition of “real food,” which prohibits additives, artificial colors, flavors, preservatives, monosodium glutamate, or high fructose corn syrup. Instead, Campbell Soup introduced ingredients favored by consumers, such as calcium citrate malate and other nutrients, while modifying cooking processes to enhance flavor and texture.
Despite facing significant challenges during this comprehensive overhaul, including maintaining affordability for customers, Campbell Soup successfully navigated these hurdles. For example, in its Beef Pot Roast soup, the company replaced two types of beef with higher-grade sous vide beef while keeping costs in check by eliminating artificial flavors and reintegrating the juices back into the broth. While Campbell Soup does not have specific sales figures from these changes, it reports positive consumer feedback regarding the revamped products. “There were numerous challenges throughout the process, but it pushed us to be creative and think outside the box for solutions,” Matier remarked.