Clean labels have transitioned from being a trend to becoming a standard in the food industry. Many emerging food companies are entering the market with clean label attributes inherently integrated into their products. In contrast, established brands are feeling the pressure to adapt, which can be a challenging and costly process. Not long ago, it was up to consumers to scrutinize ingredient lists. However, with the introduction of extensive no-no lists by chains like Panera Bread and Whole Foods, and even mainstream fast-food giants like McDonald’s adopting a more straightforward approach to food, the responsibility to eliminate artificial colors, flavors, preservatives, and high fructose corn syrup has shifted to the companies themselves.
When manufacturers decide to “clean up” their products, which ingredients are typically the first to go? Tamara Barnett, the vice president of strategic insights at The Hartman Group, explains that because the clean label movement is consumer-driven, the ingredients food and beverage producers choose to remove often reflect consumer preferences. “The answer is really very category-specific, which is why it’s hard to come up with a definitive list of ingredients,” she noted in an interview with FoodDive. For instance, manufacturers of children’s food products are more inclined to eliminate a wide range of ingredients, including artificial sweeteners, colors, flavors, and preservatives, treating them all with equal significance. In contrast, other manufacturers may focus on removing less popular ingredients like artificial sweeteners.
One of the major hurdles for established brands is effectively communicating these changes to consumers who are accustomed to specific food appearances and flavors. “Iconic brands walk a fine line. They have built up a food experience but need to meet new expectations,” Barnett stated. “Often, consumers already view these products as being made with simple ingredients, so loudly proclaiming the removal of high fructose corn syrup and soy lecithin might actually backfire.” As more consumers express a preference for simpler foods with transparent ingredient lists, maintaining a clean label is no longer merely an option for manufacturers.
In this context, the challenge of reformulating products like Citracal with D becomes evident. As food and beverage companies work to prioritize ingredient transparency, understanding the reasons behind targeting specific ingredients is crucial. Thus, addressing the needs of consumers while evolving product formulations will be vital for manufacturers looking to thrive in this new landscape.