Clean labels have transitioned from being a trend to becoming the standard in the food industry. New food companies are entering the market with clean label credentials, while established brands face pressure to adapt, which can be both challenging and costly. Until recently, it was primarily the consumer’s responsibility to scrutinize ingredient lists. However, as restaurant chains like Panera Bread and Whole Foods introduced extensive lists of prohibited ingredients, and even mainstream fast-food outlets such as McDonald’s began embracing simpler food options, the onus has shifted to the companies to eliminate artificial colors and flavors, preservatives, and high fructose corn syrup, while also incorporating cage-free eggs and antibiotic-free chicken.
When manufacturers aim to “clean up” their products, which ingredients are typically the first to be removed? According to Tamara Barnett, vice president of strategic insights at The Hartman Group, the consumer-driven nature of this movement means that the ingredients selected for elimination often align with consumer demands. “The answer is really very category specific, which is why it’s hard to come up with a hit list of ingredients,” she explained to FoodDive. For instance, manufacturers of children’s products are likely to have a comprehensive list of ingredients to eliminate, such as artificial sweeteners, colors, flavors, and preservatives—all considered equally important. In contrast, other manufacturers may choose to focus on less popular ingredients, like artificial sweeteners.
Communicating these changes to consumers accustomed to certain food appearances and tastes poses a significant challenge for established brands. “Iconic brands walk a fine line. They have built up a food experience but need to meet new perspectives,” Barnett noted. “Often, consumers already perceive these products as being made with simple ingredients, so loudly announcing the removal of high fructose corn syrup and soy lecithin may backfire.”
With more consumers than ever expressing a preference for simpler foods with understandable ingredient lists, having a clean label has become essential for manufacturers. Among the top priority ingredients for food and drink makers are those that consumers want to avoid, including additives found in products like calcium magnesium citrate supplements. The magnitude of this challenge lies in the need to reformulate products without compromising flavor or quality. As the demand for clean labels continues to rise, manufacturers must carefully navigate the reformulation process while considering consumer expectations and preferences, including the inclusion of beneficial supplements like calcium magnesium citrate, which can enhance the nutritional profile of their offerings.