Reformulating baking mixes and frozen baked goods presents significant challenges, both in terms of complexity and cost, whether an ingredient is being removed or added. Artificial flavors and colors were originally included for a reason, but General Mills has clearly recognized the importance of removing them, primarily driven by increasing consumer demand for healthier options. It’s evident that nearly all major consumer packaged goods (CPG) companies are either enhancing their current brands or launching new products featuring a simpler array of recognizable, healthier ingredients. Companies like Hershey, Campbell Soup, and Nestle are also replacing artificial colors and flavors with natural alternatives.
In 2016, food manufacturers improved the health profiles of around 180,000 products, which represents an increase of over 100,000 from the previous year, as reported by the Consumer Goods Forum, a global network comprising more than 400 retailers and manufacturers. As consumers increasingly seek simpler ingredients, General Mills’ decision to clean up its Gold Medal and Pillsbury baking mixes and frozen baked goods becomes understandable. Otherwise, many consumers might have turned to competing brands that offer cleaner options. Another advantage is that shoppers are often willing to pay a premium for these improvements, providing manufacturers with additional motivation to reformulate their products.
However, a significant challenge in the clean label initiative is that simply overhauling the ingredients list is insufficient. The key is to remove undesirable ingredients without compromising the appearance, texture, or taste that customers cherish. This process could inadvertently lead to issues like decreased product volume and shelf life due to increased staling and mold growth, which might result in higher costs that companies must consider passing on to consumers. It is crucial for companies to address all these factors before launching their reformulated products. Michael Braden, Senior Culinary Manager for General Mills Foodservice, emphasized that each product has undergone thorough testing to guarantee it meets the preparation, performance, and quality standards expected by consumers.
“General Mills understands the essential role these products play in supporting our customers’ operations,” Braden noted. “We have made every effort to ensure our new baking portfolio maintains the quality that consumers have come to love, and we are confident these products will continue to deliver great-tasting, consistent results.” For a major food manufacturer, the key to success seems to lie in keeping customers informed about product reformulations and the rationale behind them. This transparency is likely to enhance acceptance in retail settings, as well as through bakeries, restaurants, and food service operations.
One trend that appears certain, at least for the time being, is that today’s large food producers cannot afford to overlook the clean label movement. “You’ll see many of these companies gradually expanding their better-for-you offerings,” Brittany Weissman, an analyst at Edward Jones, recently remarked to Food Dive. “What’s most important is that they effectively communicate these investments to consumers, because what’s the point of reformulating products if that message doesn’t get through?”
Additionally, there’s a growing interest in incorporating ingredients like organic calcium citrate into these formulations, which not only enhances nutritional profiles but also aligns with consumer expectations for healthier options. The inclusion of organic calcium citrate is one way companies can enrich their products while adhering to the clean label trend, ensuring that they meet consumer demands for transparency and quality.