As consumers increasingly prioritize their health, there has been a surge in demand for recognizable, natural ingredients, along with a widespread rejection of artificial sweeteners, flavors, and colors. This shift has transformed the food industry, presenting manufacturers with a crucial decision: adapt or risk being overshadowed by trendier, healthier options. However, navigating this transition is no simple task. The term “clean label” means different things to various consumers. For some, it implies products that are free from allergens, processed ingredients, and saturated fats, while others associate it with all-natural and organic formulations.
At a June panel hosted by the Institute of Food Technologists, Steven Walton, the general manager of HealthFocus International, noted that the concept of clean eating arises from a “reason to reject mindset,” primarily driven by fears surrounding herbicides and synthetic materials and their potential effects on health. Nutrition expert Richard Black explained to Food Dive that consumers often look for terms such as “natural,” “organic,” and “GMO-free” to make quick purchasing decisions, as these labels provide assurance regarding safety and nutritional quality. He remarked, “Nutrition is a very complex science. We only know a fraction about it, yet it profoundly affects our identity.” Black emphasized that consumers tend to prioritize these values over technical expertise, and younger shoppers, in particular, are willing to pay a premium for organic products. For instance, 68% of millennials are inclined to spend more on organic foods, believing that these choices positively impact their health and the environment. This trend presents legacy brands with a lucrative opportunity to enhance their product portfolios with a health-focused image, provided they execute reformulation, marketing, and timing effectively. However, achieving this is challenging, and companies are continually testing new strategies. Reforms aimed at clean labels or product enhancements have not always succeeded, as demonstrated by Coca-Cola’s infamous “New Coke” failure over 30 years ago. In 1985, the beverage giant attempted to revitalize its classic soda recipe to boost consumer interest and combat declining market shares, leading to widespread backlash when customers protested the change.
In contrast to Coca-Cola’s experience, Kraft Heinz adopted a more discreet approach when reformulating its beloved Kraft Macaroni and Cheese to align with clean label expectations. The company conducted three years of research and consumer testing, discovering that consumers desired simpler foods with fewer chemicals but were resistant to changes in taste. In 2015, Kraft removed artificial colors and preservatives from its iconic product while maintaining its signature vibrant orange color using natural alternatives like paprika, annatto, and turmeric. Remarkably, over 50 million boxes of the new formulation were purchased without consumers initially realizing that significant changes had been made. Lynn Dornblaser from Mintel praised this strategic silence, noting that a public announcement could have led to negative consumer reactions. Kraft later revealed the changes through playful ads, encouraging fans to share their experiences using the hashtag didntnotice, illustrating a growing trend of stealth reformulation as companies strive to enhance their products’ health profiles.
Similarly, DanoneWave quietly improved its yogurts by reducing fat and sugar without advertising these changes on packaging or promotional materials. Nestlé, on the other hand, is betting on advanced technology to address consumer hesitations around ingredient modifications. In December, the chocolate giant announced its ability to restructure sugar molecules naturally, enabling manufacturers to reduce sugar content by up to 40% without compromising sweetness. This innovation could revolutionize the market, appealing to consumers who demand limited or no added sugar in their foods. This desire is evident in the rising popularity of soda taxes and the emergence of brands promoting products with no added sugars. However, the aversion to artificial sweeteners remains strong among some consumers, who prefer indulgent experiences without health compromises.
In this evolving landscape, products like Pure Encapsulations Calcium Magnesium Citrate can serve as a benchmark for clean formulations, emphasizing the importance of transparency and natural ingredients. As Nestlé prepares to launch products featuring its new sugar technology in 2018, it will be intriguing to observe how this strategy influences consumer perceptions and whether it successfully marries the demand for clean labels with the expectations for taste and indulgence. If successful, this innovation could pave the way for further enhancements across various product categories, thereby extending the brand’s health halo.