Americans have high expectations when it comes to their food. They desire meals that are not only delicious and healthy but also convenient, filling, and made without questionable ingredients. Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, notes that this presents a significant challenge for food and beverage manufacturers. With over 40 years of experience in the industry and exposure to consumers in less affluent countries, he finds U.S. consumers particularly demanding. “The U.S. population is quite elitist,” Clemens explained to Food Dive. “They want a product that is understandable, affordable, nutritious, beneficial, and safe. They want everything. Interestingly, they embrace technology in most areas of their lives, but not in food, which seems contradictory.”
As food technology progresses, the quest for the ideal meal—along with the regulatory push for enhanced nutrition in processed foods—has led to the creation of numerous preservatives, artificial colors, flavors, and chemicals designed to make food appealing, affordable, and long-lasting. However, the transparency movement has prompted Americans to scrutinize food ingredients more closely, causing many additives to raise concerns and lead consumers to seek alternatives. Even if certain ingredients are harmless or natural, anything with a chemical-sounding name can trigger suspicion among consumers.
“Companies are increasingly reluctant to include items like dough conditioners,” stated Jeni Rogers, a food regulations attorney at Holland & Hart LLP, who works primarily with small organic and natural food startups. “When a dough conditioner is listed, it typically comes with a chemical name that doesn’t align with the clean-label image many companies aim to project.” The functional benefits of these ingredients, such as emulsifiers that facilitate large-scale production, are often overshadowed by consumer perceptions. Even common ingredients like vitamin C may be viewed unfavorably if listed as “ascorbic acid.” If consumers don’t understand an ingredient, they may choose not to buy the product, which poses a risk to companies’ profitability.
Experts agree that obtaining a clean label is a complex and risky journey. Balancing consumer desires for healthy, tasty foods with ingredient lists that don’t resemble a chemistry textbook is no small feat. Jonathan Davis, senior vice president of research and development at La Brea Bakery and Otis Spunkmeyer, emphasized the ongoing nature of reformulation. “It feels like a never-ending process,” he remarked.
While many acknowledge that clean labels are transforming the food industry, there is no consensus on what exactly constitutes a clean label. For some manufacturers, a clean label may still have significant room for improvement. “People often think clean label and healthy are interchangeable,” noted Justin Prochnow, a food regulations attorney at Greenberg Traurig LLP. “However, they don’t always mean the same thing.”
At La Brea Bakery, the clean label initiative included making all products non-GMO certified, a commitment made last year. In this niche market, non-GMO certification is a basic requirement. However, the transition for Otis Spunkmeyer’s cookies and cakes has been more complicated, as the bakery has adopted a “no funky stuff” policy, removing artificial colors, flavors, and chemical sweeteners like high fructose corn syrup in favor of more natural alternatives. This diverse range of products complicates the reformulation process, prompting the bakery to start with cookies before tackling other items.
Davis highlighted that the focus is on simplifying ingredient declarations while preserving sensory qualities. “Once you finish a reformulation, it seems you’re right back at it for another reason,” he said. Rogers, who primarily works with smaller startups, pointed out that as production scales up, ingredients like emulsifiers and conditioners may be added to enhance stability and freshness. Training programs can help some companies produce without chemicals, but success varies.
As consumers increasingly read labels, they are becoming savvier about what they consume. However, Clemens believes that their knowledge often falls short. He’s encountered individuals, including scientists, who seek food information from unreliable sources like “Dr. Google.” “I’ve advised my clients that education and effective communication are vital,” he said. “Yet, consumers often trust non-credentialed individuals over those with expertise. The result is a widespread skepticism towards credible information, even from reputable organizations like the International Food Information Council.”
While consumers generally prefer labels with straightforward, chemical-free names, achieving this is often impossible, especially with ingredients sourced from nature. The FDA enforces strict labeling criteria, and natural extracts undergo rigorous testing to ensure safety. Consequently, ingredients that appear on labels may seem unappealing. For example, naturally derived chemicals extracted from fruits could bear names that intimidate consumers, and certain ingredients may be labeled as “additives” without undergoing full FDA review.
Davis observes that consumer expectations are exceedingly high. As ingredient labels evolve, he receives inquiries about added items in flour and its enrichment process, resulting in more questions than complaints. Changing labels requires consumer acceptance of altered versions of their favorite products. Natural colors tend to be less vibrant than artificial ones, and removing certain additives will alter texture and taste.
Clemens provided an example with strawberry ice cream. Consumers typically envision bright pink scoops with a sweet, robust berry flavor. However, a clean label version would likely be pale pink or white, lacking pink dyes, leading manufacturers to consider adding more berries. This, in turn, could necessitate more emulsifiers, which must meet consumer acceptance without sounding overly chemical-like.
The reality, Clemens noted, is that the food supply will change, and consumer perceptions of products like strawberry ice cream must adapt as well. “Are they going to accept a white-colored ice cream? I believe the answer is yes.” Prochnow acknowledged the existence of clean-label products that are enjoyable but noted that some reformulations prioritize ingredients over taste. “It’s surprising how often companies overlook flavor,” he remarked. “While it’s great to have quality ingredients, if a product is unpalatable, consumers won’t buy it again.”
The push to reduce sugar has complicated matters, as many manufacturers have turned to stevia and other natural sweeteners, which may not deliver the same taste. For Otis Spunkmeyer and La Brea Bakery, the challenge lies more with ingredient suppliers, some of whom resist altering their processes. “The biggest hurdle is finding the right partners for these large initiatives,” Davis explained. “Some suppliers are so entrenched in their practices that they hesitate to engage.”
Davis has experienced mixed results with suppliers. Some have welcomed the clean label movement, while others have remained inflexible, necessitating a search for alternatives. For La Brea Bakery, sourcing non-GMO cheese has proven particularly challenging, requiring a new supplier capable of meeting strict certification standards. Although they’ve identified a new supplier, the cheese still needs to age before use.
Cleaning up labels can also extend beyond initial expectations. As Davis reformulated Otis Spunkmeyer products, he sought naturally sourced margarine, which required the beta carotene to be sourced similarly. Clemens warned that as the clean label movement gains traction and online advocacy against processed foods intensifies, an important consideration may be overlooked: “Food is processed for safety and to maintain nutritional value. Overemphasizing clean labels may inadvertently lead to nutritional deficiencies.”
Fortification of staples like flour and cereals has historically boosted health and prevented deficiencies in recent generations. Both Davis and Rogers noted that as more manufacturers pursue clean labels, it’s becoming easier for reformulation efforts to succeed. “We’re improving steadily,” Davis said. “With a range of approved natural colors and flavors at our disposal, we can make adjustments without starting from scratch.”
Integrating keywords like “citracal slow” into this context may require a focus shift, perhaps highlighting how certain dietary needs or slow-release formulations can fit into the clean label narrative. For example, as consumers increasingly seek out products that align with their health goals, incorporating ingredients like Citracal Slow could enhance the nutritional profile of various food items without compromising on taste or transparency.