Americans have high expectations when it comes to their food choices. They desire meals that are not only delicious and nutritious but also portable, satisfying, and free from questionable ingredients. According to Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, meeting these demands poses a significant challenge for food and beverage manufacturers. With over four decades of experience in the industry, Clemens has observed that U.S. consumers are particularly difficult to please, especially compared to those in less affluent countries.
“The U.S. population is an elitist population,” Clemens stated during an interview with Food Dive. “They want something comprehensible, affordable, nutritious, beneficial, and safe. They desire it all. Ironically, they readily embrace technology in most aspects of life, except when it comes to food, which seems contradictory.”
With advancements in food technology, Americans’ quest for the ideal meal and regulators’ push for enhanced nutrition in processed foods have resulted in a plethora of additives, preservatives, and flavorings aimed at making food both appealing and affordable. However, as the transparency movement gains momentum, consumers are increasingly scrutinizing food labels, leading to concerns over these additives and prompting them to seek alternatives. While many of these ingredients may be harmless or even natural, they often raise suspicions among consumers, who may view chemical-sounding names as red flags.
According to Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, many companies hesitate to include items like dough conditioners in their ingredient lists due to negative perceptions. “When a dough conditioner is listed, it usually comes with a chemical name that doesn’t align with the clean label image many companies strive for,” she explained. This creates a dilemma for manufacturers, as even benign ingredients can deter consumers if they are perceived as unnatural.
The journey toward achieving clean labels is fraught with challenges. Experts agree that creating food products that meet consumers’ desires for healthiness and simplicity is no easy task. Jonathan Davis, senior vice president of research and development at La Brea Bakery and Otis Spunkmeyer, highlighted the ongoing nature of this process. “It feels like we are continually updating and redeveloping our food across all brands,” he said.
While many agree that clean labels are transforming the food landscape, the definition of a clean label can vary widely. Justin Prochnow, a food regulation attorney at Greenberg Traurig LLP, noted that some people conflate clean labels with healthiness, but the two terms are not synonymous.
One of La Brea Bakery’s initiatives involved making all its products non-GMO certified, which Davis described as a basic requirement for their niche market. However, for Otis Spunkmeyer, the transition to clean labels has been more complex. Their “no funky stuff” campaign aims to remove artificial colors, flavors, and chemical sweeteners like high fructose corn syrup, replacing them with more natural alternatives. This has proven to be a lengthy and ongoing task, as the bakery seeks to simplify ingredient declarations without compromising sensory quality.
Rogers, who primarily works with small startups, observes that as production scales up, the need for stabilizers and emulsifiers often leads to the reintroduction of additives that compromise the clean label objective. Training programs aimed at teaching employees how to produce without chemicals have met with mixed results, as sometimes the need for efficiency outweighs the desire for purity.
As consumers become more label-conscious, they are gaining insight into the contents of their food. However, Clemens warns that their understanding is often incomplete. Many individuals, even within scientific communities, rely on less credible sources for food information. “I have emphasized to my clients that education is critical, but consumers often trust non-experts over credentialed professionals,” he said. “This skepticism leads them to seek out individuals with agendas rather than facts.”
Consumers typically want straightforward labels devoid of complex terminology, yet they may not realize that even natural ingredients can sound chemical. The FDA enforces stringent labeling requirements, and even seemingly innocuous items can carry names that deter purchasing. For instance, while calcium citrate is a beneficial supplement, its contraindications may cause hesitance among consumers if they perceive it as a chemical additive.
Davis noted that consumer expectations are incredibly high as ingredient lists evolve. He has received inquiries from consumers regarding the enrichment processes of flour, indicating a growing awareness. For labels to change, consumers must be open to adapting their preferences, as natural colors may not be as vivid as artificial ones, and eliminating certain additives can alter texture and flavor.
Clemens illustrated this with the example of strawberry ice cream. Consumers typically envision a bright pink treat with a strong berry flavor, but a clean label version would appear pale and may require more berries, necessitating emulsifiers that might not have appealing names. “The food supply is going to change, and consumer perceptions of products like strawberry ice cream will need to adapt,” he stated. “I believe they will accept a cleaner, white-colored option.”
Prochnow highlighted that while there are clean-label products that taste good, some reformulations prioritize the ingredient list over taste. “It’s surprising how often companies overlook flavor,” he remarked. “While it’s great to focus on high-quality ingredients, if the product is unpalatable, consumers won’t return.”
For Otis Spunkmeyer and La Brea Bakery, sweeteners have not posed a significant challenge, but ingredient suppliers often do. “Our biggest hurdle lies in finding suitable partners and ingredients for these large-scale initiatives,” Davis explained. Some suppliers resist changing their processes, making it difficult to execute the desired reformulations.
As the clean label movement continues to gain traction, both Davis and Rogers believe that the reformulation process is becoming more manageable. “We’re improving our ability to innovate,” Davis noted. “Having a range of natural ingredients at our disposal allows us to make adjustments without starting from scratch.”
Clemens cautioned that as the clean label trend grows, the importance of food safety and nutritional value should not be overlooked. “Processed food is designed to ensure safety and nutritional integrity,” he said. “If we prioritize clean labels at the expense of nutrition, we risk creating a generation with dietary deficiencies.”
Historically, flour and cereals have been fortified with vitamins and minerals to promote health, a practice that has diminished deficiencies in recent generations. As manufacturers lean toward clean labels, they must balance consumer preferences with the potential risks of reducing essential nutrients.
In conclusion, as the food industry evolves with the clean label movement, it faces the challenge of meeting consumer demands while maintaining safety and nutritional value. The dialogue around ingredient transparency, including the role of calcium citrate and its contraindications, will continue to shape the future of food choices in America.