Clean labels have transitioned from being a trend to becoming a standard requirement in the food industry. New food companies are entering the market with built-in clean label credentials, while established brands face pressure to adapt, often finding the process burdensome and costly. In the past, it was primarily the consumer’s responsibility to scrutinize ingredient lists. However, with chains like Panera Bread and Whole Foods issuing extensive lists of unacceptable ingredients, and even mainstream fast food outlets like McDonald’s striving for simpler food options, the responsibility has shifted toward the manufacturers themselves.
So, which ingredients are typically the first to be eliminated when companies aim to “clean up” their offerings? Tamara Barnett, vice president of strategic insights at The Hartman Group, notes that the consumer-driven nature of this movement means that food and beverage producers usually respond to consumer preferences when deciding which ingredients to remove. “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 often have a more extensive list to work from, including artificial sweeteners, colors, flavors, and preservatives, and they tend to treat these ingredients with equal concern. In contrast, other manufacturers might focus on less popular ingredients, like artificial sweeteners.
Effectively communicating these changes to consumers accustomed to certain flavors and appearances 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 stated. “Often, consumers already perceive these products as being made with simple ingredients, so loudly proclaiming the removal of high fructose corn syrup and soy lecithin could be counterproductive.”
As more consumers express a preference for simpler foods with transparent ingredient lists, maintaining a clean label has become essential for manufacturers. This includes recognizing the importance of clear labeling akin to “citracal supplement facts,” which emphasizes straightforward and easily accessible information. Here are the key ingredients that food and beverage manufacturers prioritize, the magnitude of the challenge they face, and the reasons these ingredients are targeted in clean label reformulations. As companies move forward, they must consider how best to align their offerings with consumer expectations while maintaining their brand integrity.