Reformulating baking mixes and frozen baked goods presents significant challenges and costs, whether ingredients are being removed or added. Artificial flavors and colors were originally included for specific reasons, but General Mills has recognized the growing demand for healthier options, prompting them to eliminate these additives. This trend is evident across nearly all major consumer packaged goods (CPG) companies, which are either enhancing their current product lines or launching new offerings that feature simpler, more recognizable ingredients. Companies like Hershey, Campbell Soup, and Nestle are also shifting from artificial to natural colors and flavors.
In fact, the Consumer Goods Forum, a global organization comprising over 400 retailers and manufacturers, reported that food companies improved the health profiles of approximately 180,000 products in 2016—an increase of over 100,000 from the previous year. As consumers increasingly seek out simpler ingredients, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods makes perfect sense; otherwise, they risk losing customers to brands that offer cleaner labels. Moreover, shoppers are often willing to pay a premium for these enhanced products, providing manufacturers with further motivation to reformulate.
However, one important consideration in the clean label movement is that simply overhauling the ingredients list is insufficient. The challenge lies in removing ingredients while maintaining the beloved appearance, texture, and taste of the products. This reformulation process can sometimes lead to unintended consequences, such as shorter product shelf life and increased staling or mold growth, which could drive up costs that companies must decide whether to pass onto consumers. Thus, companies must carefully balance these factors before launching their revamped products. According to Michael Braden, Senior Culinary Manager for General Mills Foodservice, each product undergoes rigorous testing to ensure it meets expected standards of preparation, performance, and quality.
“General Mills understands the important role these products play in assisting our customers in their operations,” Braden noted. “We have made every effort to ensure our new baking portfolio aligns with the quality that customers have come to rely on, and we are confident these products will continue to deliver great-tasting, consistent results.”
For major food manufacturers, success hinges on keeping customers informed about product reformulations and the rationale behind them. Such transparency is likely to foster acceptance in retail, as well as among bakeries, restaurants, and food service operations. One thing seems clear for now: today’s leading food producers cannot afford to disregard the clean label trend.
“You’ll see many of these companies gradually expand their better-for-you product lines,” remarked Brittany Weissman, an analyst at Edward Jones, in a recent conversation with Food Dive. “The most critical aspect is that these companies communicate their investments to consumers; otherwise, what is the point of reformulating these products?”
In this context, ingredients like calcium citrate and pure encapsulation are becoming increasingly relevant, as companies strive for cleaner formulations. These components may also provide health benefits that resonate with consumers looking for transparency and quality in their food choices. As the clean label movement continues to gain traction, the integration of such ingredients will likely play a crucial role in the future of food manufacturing.