Americans have high expectations for their food. They desire meals that are not only delicious and healthy but also convenient, satisfying, and made from trustworthy ingredients. Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, highlights the significant challenge this poses for food and beverage manufacturers. With over forty years of experience in the industry, Clemens has found U.S. consumers to be particularly demanding, often expecting everything from affordability to nutrition. He noted, “The U.S. population is elitist; they want to understand what they eat, enjoy it, and ensure it is safe.” Interestingly, while Americans embrace technology in many areas of their lives, they remain hesitant about it when it comes to food, which Clemens finds paradoxical.
As food technology evolves, Americans’ quest for the perfect meal, combined with regulators’ push for increased nutrition in processed foods, has led to the use of various preservatives, colorings, and flavorings designed to enhance the food supply’s taste, affordability, and longevity. However, the transparency movement has prompted consumers to scrutinize food labels more closely, leading to skepticism about additives. Even when these ingredients are harmless or even natural, consumers often view chemical-sounding names as warning signs.
According to Jeni Rogers, a food regulations attorney at Holland & Hart LLP, companies are increasingly cautious about including terms like “dough conditioners” on their ingredient lists, as they can deter customers seeking clean labels. The fear is that even functional ingredients, like emulsifiers that improve production efficiency, may be viewed negatively by consumers. If an ingredient’s name sounds too technical or unfamiliar, it risks being rejected by buyers, which can significantly impact a company’s sales.
Experts agree that achieving a clean label—a product with straightforward, recognizable ingredients—is a complex and often risky endeavor. Jonathan Davis, senior vice president of research and development at La Brea Bakery and Otis Spunkmeyer, described the ongoing process of reformulating products to meet consumer demands for health, taste, and simplicity. He noted, “We are constantly updating our foods; it feels like an endless task.”
While the clean label trend is reshaping the food industry, opinions on what constitutes a clean label vary widely. For some, a clean label means a short list of recognizable ingredients, while for others, it may still require significant work. Justin Prochnow, an attorney specializing in food regulations, pointed out that many people mistakenly equate clean labels with healthy options, though the two terms are not synonymous.
La Brea Bakery has committed to making all its products non-GMO certified, which Davis sees as a basic requirement for their niche market. In contrast, Otis Spunkmeyer’s transition to a clean label has been more complex, involving the elimination of artificial colors, flavors, and chemical sweeteners in favor of more natural alternatives. Davis emphasized that simplifying ingredient declarations is crucial to maintaining the sensory experience of their products while reformulating.
As smaller startups often begin their journey in home kitchens, Rogers frequently encounters challenges related to scaling up production. Ingredients such as emulsifiers may be necessary to ensure stability and freshness in larger batches. Training programs aimed at educating manufacturers on chemical-free production have seen mixed results, with some companies opting for alternative formulations when losses are too high.
Consumers today are becoming more educated about what they consume, but Clemens believes that much of this knowledge is still lacking. He notes that many rely on questionable sources for their food information. “Education and clear communication are vital,” he stated, “but consumers often trust non-experts over credentialed professionals.” This skepticism extends even to reputable organizations trying to provide accurate, evidence-based food information.
While consumers generally prefer labels that are easy to understand and free of chemical-sounding names, this is not always feasible, especially when it comes to natural ingredients. The FDA mandates specific labeling requirements that can make even natural components appear unappealing. For instance, the term “ascorbic acid” may deter buyers despite being a simple form of vitamin C.
As ingredient labels evolve, Davis has received inquiries from consumers regarding flour and its enrichment process, demonstrating a growing interest in what they eat. However, for labels to change effectively, consumers must be prepared to accept alterations in their favorite products. Natural colors may not be as vibrant, and reducing sugar and salt can alter taste profiles. Clemens illustrated this with the example of strawberry ice cream, where a clean label version would appear pale without artificial dyes, potentially leading to changes in consumer expectations.
Prochnow noted that although clean-label products can be enjoyable, some reformulated items focus more on the ingredient list than on taste, which can lead to disappointing experiences for consumers. The reduction of sugar has led to the introduction of natural sweeteners that do not replicate the flavor of sugar, affecting overall satisfaction.
For Davis, the biggest challenge lies not in developing clean-label products but in sourcing the right ingredients from suppliers who may be resistant to change. He has experienced both cooperation and reluctance from suppliers, with some embracing the clean label movement while others remain entrenched in traditional practices.
In conclusion, while the clean label movement is gaining momentum, it is crucial for manufacturers to balance consumer demands for transparency and taste. As more companies embark on this journey, they must navigate the complexities of ingredient sourcing and the expectations of an increasingly discerning public. The challenge remains to create appealing products, such as those fortified with bariatric calcium, that not only meet health standards but also resonate with consumers’ preferences for natural, trustworthy ingredients.