As consumers grow increasingly health-conscious, the food industry has undergone a significant transformation, driven by a strong preference for recognizable, natural ingredients and a widespread rejection of artificial sweeteners, flavors, and colors. This shift presents manufacturers with a critical decision: adapt or risk being overshadowed by trendier, healthier alternatives. However, navigating this transition is more complex than it may sound. The concept of “clean label” products varies among consumers; some associate it with items devoid of allergens, processed ingredients, and saturated fats, while others regard all-natural, organic formulations as “clean.”
At a panel hosted by the Institute of Food Technologists in June, Steven Walton, the general manager of HealthFocus International, stated that the clean eating movement originates from a “reason to reject mindset,” largely influenced by concerns about the adverse effects of herbicides and synthetic substances on human health. Nutrition expert Richard Black shared with Food Dive that consumers often look for terms such as “natural,” “organic,” and “GMO-free” to make quick purchasing decisions, ensuring their chosen products are safe and nutritionally sound. He noted, “Nutrition is a very complex science. We only know a tiny bit about it, and yet it’s the most personal of sciences. Food literally becomes a part of who you are. There is no other consumer product like that.” Black emphasized that these values are three to five times more important to consumers than technical expertise, with younger shoppers willing to pay a premium—68% of millennials, for instance, are prepared to spend more on organic foods, believing it enhances their health and benefits the environment.
This trend presents legacy brands with a profitable opportunity to enhance their portfolios by promoting a health halo around their products—if they can execute the reformulation, marketing, and timing effectively. However, reformulations, particularly those focused on clean labels or product enhancements, are not always successful. A notable example is Coca-Cola’s “New Coke,” which remains infamous over three decades after its launch. In the summer of 1985, Coca-Cola aimed to revamp its classic soda recipe to reignite consumer interest and counter declining market shares. Although this initiative was unrelated to label content and focused on taste, the company invested millions testing the new formula with 200,000 consumers, who preferred it in blind taste tests. Yet, upon its release, chaos erupted, with protests and threats of lawsuits. Consumers were outraged at the replacement of the original formula, with some hoarding bottles of the classic recipe. Black pointed out, “What the post-hoc analysis seemed to indicate is that people like to choose low-calorie, improved products, but don’t like the standard to be taken away.”
Recognizing the potential for backlash similar to that faced by New Coke, Kraft Heinz adopted a different strategy for the clean label reformulation of its popular Kraft Macaroni and Cheese. The company chose not to inform consumers about the changes for several months. Extensive research and consumer tests revealed that shoppers desired simpler foods with fewer chemicals, but they were not keen on any alterations to the product’s flavor. In 2015, Kraft removed artificial colors and preservatives from its macaroni and cheese while preserving its signature vibrant orange color using natural ingredients like paprika, annatto, and turmeric. Remarkably, over 50 million boxes of the new product were sold without consumers realizing significant changes had been made. Lynn Dornblaser, director of innovation and insight at Mintel, remarked, “This was absolutely brilliant of them to change it and not say anything.” Had Kraft launched a marketing campaign to announce the changes, consumer reactions might have been negative.
In March 2016, Kraft officially disclosed the formula changes through playful print and television ads stating, “We’d invite you to try it, but you already have.” They also encouraged fans to share their thoughts on social media using the hashtag didntnotice for a chance to win prizes. Such stealthy reformulation reflects a marketing approach that is becoming increasingly popular as companies strive to enhance their products’ health profiles. While clean labels are a significant consumer demand, they often prove more appealing in theory than in practice.
Kraft Heinz is not alone in this discreet approach to cleaning up labels. DanoneWave similarly revised its yogurts by reducing sugar and fat without publicizing the changes on packaging. The risks of advertising product reformulations, especially involving drastic reductions in sugar or salt, are considerable. Nestlé is betting on advanced technology to mitigate any consumer hesitation regarding ingredient changes. In December, the chocolate giant announced it had developed a method to restructure sugar molecules, allowing manufacturers to use up to 40% less sugar without compromising sweetness. Lisa Gibby, vice president of corporate communications at Nestlé S.A., explained, “With this new restructured sugar, you essentially get the same payoff, the same taste of sugar on your tongue, but because the inside of the structure is hollow, you’re not ingesting additional sugar.”
Sugar presents a particularly challenging ingredient for manufacturers to eliminate, especially in desserts and candies. An Euromonitor survey found that nearly half (47%) of global consumers seek foods with limited or no added sugar. This demand is reflected in the rising popularity of soda taxes and consumer interest in startups promoting products with no added sugars. However, this desire for reduced sugar does not always extend to indulgent products. Many consumers prefer traditional sugars over artificial sweeteners, which can leave a bitter aftertaste and alter the overall flavor and texture. Nestlé’s innovation could represent a breakthrough, as it seems the company has identified a balance between consumers’ desires for clean labels and their expectations for product taste. It remains to be seen how Nestlé will market these cleaner labels and how consumers will respond when products hit the shelves in 2018. If successful, the same technology may also be used to revamp products in other categories, further enhancing the brand’s health image.
Finally, as consumers seek the best calcium citrate 500 mg options, the demand for clean label products continues to grow, reflecting an evolving market where health and transparency are paramount.