Americans have high expectations when it comes to their food. They desire meals that are not only delicious and nutritious but also portable, filling, and made without questionable ingredients. This presents a significant challenge for food and beverage manufacturers, according to Roger Clemens, associate director of the regulatory sciences program at the University of Southern California’s School of Pharmacy. With over four decades of experience in the food and beverage industry, Clemens has observed that American consumers can be particularly demanding. “The U.S. population is elitist,” he explained to Food Dive. “They want something they can comprehend, they want it to be affordable, nutritious, beneficial, and safe. They want it all. Ironically, they embrace technology in every aspect of their lives except when it comes to food, which strikes me as contradictory.”
As advancements in food technology progress, American consumers increasingly seek the ideal meal, prompting regulators to push for enhanced nutrition in many processed foods. This has resulted in a variety of preservatives, colorings, flavorings, and chemicals that aim to make the food supply delicious, affordable, and appealing. However, the growing transparency movement has led to increased scrutiny of food ingredients, causing consumers to question additives and seek alternatives. While many ingredients on labels may not be harmful and can even be natural, consumers are becoming wary of items that sound chemical in nature.
Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, noted that companies are becoming more cautious about including certain ingredients, such as dough conditioners, on their labels. “When a dough conditioner is listed, it often comes with a chemical name that doesn’t align with the clean label image many companies strive for,” she remarked. The reality is that even functional ingredients, like emulsifiers that facilitate large-scale production, can raise concerns among consumers. If an ingredient is not easily understood, consumers might shy away from purchasing it, which can negatively impact a company’s sales.
Experts agree that achieving a clean label on food products is a lengthy and challenging process. Creating a product that meets consumers’ desires for health, taste, and straightforward ingredients is no small feat. Jonathan Davis, senior vice president for research and development at La Brea Bakery and Otis Spunkmeyer, described the ongoing effort: “We are constantly redeveloping and updating our foods across all our brands; it feels like a never-ending task.”
While many acknowledge that clean labels are transforming the food industry, consensus on what constitutes a clean label varies. Justin Prochnow, an attorney with Greenberg Traurig LLP, pointed out that many people mistakenly equate clean labels with healthiness, though the two concepts do not always align. For La Brea Bakery, the shift towards clean labels included making all products non-GMO certified—a fundamental requirement for their market. In contrast, the clean label transition for Otis Spunkmeyer has been more intricate, as they introduced a “no funky stuff” initiative to eliminate artificial colors, flavors, and chemical sweeteners like high fructose corn syrup.
In the realm of reformulation, Davis indicated that simplifying ingredient declarations is central to their efforts. “It’s about simplifying these formulas while preserving sensory quality,” he stated. However, as many startups scale their production, they often face challenges that come with larger quantities. Rogers noted that while training programs can help companies reduce chemical additives, there are instances where the loss of product quality becomes too significant, leading them to rely on less desirable alternatives.
As consumers become more label-conscious, they are learning about the contents of their food, yet Clemens believes their understanding is still lacking. Many rely on “Dr. Google” for information rather than credible sources. He emphasized the importance of education and communication but noted that consumers often trust non-experts more than those with credentials.
The challenge remains that while consumers demand simple, chemical-free labels, the FDA imposes strict requirements on how items must be labeled. Natural ingredients may undergo rigorous testing and can sometimes appear less appealing on labels, leading to consumer hesitance. For example, a clean label strawberry ice cream would be pale instead of vibrant pink, potentially altering consumer perception and expectation.
Prochnow pointed out that while some clean-label products taste good, there are also reformulations that prioritize the ingredient list over flavor. He noted, “It’s surprising how often companies overlook taste in their focus on ingredients. Having great ingredients means little if the product isn’t enjoyable.” The move to reduce sugar has led to the introduction of sweeteners like stevia, which may not provide the same taste.
For Davis, the challenge lies in sourcing the right ingredients for clean label initiatives. “Finding the right partners is the biggest hurdle,” he said, as some suppliers resist changing their practices. However, the clean label trend has encouraged some suppliers to adapt, recognizing the market demand.
Clemens cautioned that the clean label movement, while beneficial, may overlook the importance of safety and nutrition. As food has traditionally been fortified with vitamins and minerals, losing sight of this could lead to nutrient deficiencies. Davis and Rogers agree that as more manufacturers pursue clean labels, the process of reformulation is becoming more manageable.
In conclusion, the path to clean labels is fraught with challenges and requires a balance between consumer preferences, safety, and nutritional value. As manufacturers work towards simplifying ingredient lists and ensuring quality, they must also address consumer perceptions and educate them about what truly constitutes a healthy product.