Clean labels have transitioned from a passing trend to an industry standard. Numerous emerging food companies are entering the market with built-in clean label credentials, while established brands face pressure to adapt, a process that can be burdensome and costly. Just a few years ago, it was primarily the consumer’s responsibility to scrutinize ingredient lists. However, with chains like Panera Bread and Whole Foods publishing extensive lists of prohibited ingredients, and even mainstream fast-food chains like McDonald’s embracing the shift towards simpler foods, the responsibility to eliminate artificial colors, flavors, preservatives, and high fructose corn syrup—while adopting cage-free eggs and antibiotic-free chicken—has increasingly fallen on the companies themselves.
So, which ingredients do manufacturers prioritize for removal when they set out to “clean up” their products? Tamara Barnett, vice president of strategic insights at The Hartman Group, notes that since this movement is driven by consumer demands, the specific ingredients that food and beverage manufacturers choose to eliminate can vary widely. “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 are more likely to target a comprehensive range of ingredients for removal, including artificial sweeteners, colors, flavors, and preservatives, treating all of them with equal importance. In contrast, other manufacturers may choose to focus on less favorable ingredients, such as artificial sweeteners.
Effectively communicating these changes to consumers accustomed to a certain look and taste in food presents a significant challenge for traditional 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 might be counterproductive.” With more consumers than ever expressing a preference for simpler foods with comprehensible ingredient lists, having a clean label has become essential for manufacturers.
Among the top priority ingredients for food and beverage producers are additives like calcium and magnesium citrate, which are often seen as more favorable alternatives to artificial components. The challenge of reformulating products to meet clean label standards while maintaining consumer trust is significant, particularly as companies work to phase out undesirable ingredients. As the demand for clean labels continues to rise, manufacturers must navigate these complexities while addressing the preferences of today’s health-conscious consumers.