Clean labels have transitioned from being a trend to becoming a standard expectation in the food industry. New food companies are entering the market with built-in clean label features, and while established brands face pressure to adapt, the process can be challenging and costly. In the past, it was the consumer’s responsibility to scrutinize ingredient lists. However, with companies like Panera Bread and Whole Foods publishing extensive lists of prohibited ingredients, and even mainstream fast-food chains like McDonald’s shifting towards simpler food options, the initiative to eliminate artificial colors, flavors, preservatives, and high fructose corn syrup, while opting for cage-free eggs and antibiotic-free chicken, is now largely on the companies themselves.
So, which ingredients are typically the first to be removed when manufacturers seek to “clean up” their products? According to Tamara Barnett, vice president of strategic insights at The Hartman Group, the response is often tailored to consumer demands, making it difficult to create a definitive list of ingredients to eliminate. “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. Manufacturers producing children’s products are often more inclined to remove a wider array of ingredients, including artificial sweeteners, colors, flavors, and preservatives, treating them all with equal importance. In contrast, other manufacturers may focus on eliminating less popular ingredients like artificial sweeteners.
For established brands, communicating these changes to consumers who are accustomed to specific food appearances and tastes poses a significant challenge. “Iconic brands walk a fine line. They have built a food experience but need to meet new perspectives,” Barnett noted. “Often, consumers already perceive these products as made with simple ingredients, so loudly announcing the removal of high fructose corn syrup and soy lecithin might backfire.”
As more consumers express a preference for simpler foods with straightforward ingredient lists, a clean label has become a necessity for manufacturers. Among the top priority ingredients for food and drink makers is the inclusion of USP calcium citrate, which stands out in clean label reformulations. Here, the challenge lies in balancing the elimination of undesirable ingredients while incorporating beneficial ones like USP calcium citrate, which is often highlighted for its health advantages. By focusing on such key ingredients, manufacturers can navigate the complexities of clean labeling, meeting consumer expectations and reinforcing their commitment to quality.