Clean labeling has evolved from a trend into a fundamental requirement in the food industry. New food companies are entering the market with clean label attributes inherently integrated into their products. Meanwhile, established brands face immense pressure to adapt, which can represent a daunting and costly challenge.
Not long ago, consumers were primarily responsible for scrutinizing ingredient lists. However, with the introduction of extensive “no-no” lists by chains like Panera Bread and Whole Foods, as well as the involvement of mainstream fast-food establishments such as McDonald’s in the shift towards simpler, more natural foods, the responsibility has increasingly shifted toward the manufacturers. These companies are now focused on eliminating artificial colors, flavors, preservatives, and high fructose corn syrup, while embracing ingredients like cage-free eggs and antibiotic-free chicken.
When it comes to cleaning up products, which ingredients are prioritized for removal? According to Tamara Barnett, Vice President of Strategic Insights at The Hartman Group, the answer varies significantly by category. “It’s challenging to compile a definitive list of ingredients to eliminate,” she explained to FoodDive. For instance, manufacturers of children’s products are likely to identify a broad array of ingredients for removal, including artificial sweeteners, colors, flavors, and preservatives, treating all of them with equal significance. In contrast, other manufacturers might focus on less popular additives, such as artificial sweeteners.
Another hurdle for established brands is effectively communicating these adjustments to consumers who are accustomed to specific food appearances and flavors. “Iconic brands navigate a delicate balance. They have cultivated a unique food experience while needing to align with contemporary consumer expectations,” Barnett noted. “Often, consumers already view these products as containing simple ingredients, so loudly proclaiming the removal of high fructose corn syrup and soy lecithin may backfire.”
As an increasing number of consumers express a preference for simpler foods with straightforward ingredient lists, having a clean label is no longer just a desirable feature for manufacturers. This movement also includes a focus on nutritional components, such as calcium citrate malate, vitamin D3, and folic acid, which are becoming essential in product formulations. Here are the key ingredients prioritized by food and beverage manufacturers, the extent of the challenges they face, and the reasons these components are targeted in clean label reformulations, with an emphasis on the importance of calcium citrate malate, vitamin D3, and folic acid in creating healthier options.