Americans have high expectations when it comes to food. They seek meals that are flavorful, nutritious, portable, satisfying, and made without dubious ingredients. According to Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, this presents a significant challenge for food and beverage manufacturers. Having worked in the industry for over 40 years and interacted with consumers from less affluent nations, Clemens finds U.S. consumers to be particularly demanding.
“The U.S. population is an elitist population,” he remarked to Food Dive. “They want it all: clarity, affordability, nutrition, benefits, and safety. It’s intriguing that they embrace technological innovations in most aspects of life, yet remain hesitant when it comes to food. To me, that’s quite contradictory.”
As food technology evolves, Americans’ quest for the ideal meal—coupled with regulators’ push for enhanced nutrition in processed foods—has led to the creation of various preservatives, colorings, flavorings, and additives designed to enhance flavor, affordability, and shelf life. However, as the transparency movement gains momentum, consumers are increasingly scrutinizing food labels. This growing awareness has raised questions about these additives, prompting some consumers to seek alternatives. Even when these ingredients are safe or natural, many individuals view chemical-sounding names as cause for concern.
“Companies are becoming more cautious about including terms like ‘dough conditioners,’” said Jeni Rogers, a food regulation attorney at Holland & Hart LLP. Many of her clients are small startups focused on organic and natural products. “Regulations dictate that when a dough conditioner is listed, it must include a chemical name that doesn’t align with the clean image many companies want to convey.”
This concern persists despite some additives serving essential functions, such as emulsifiers that facilitate the large-scale production of products. Similarly, ingredients like vitamin C appearing as “ascorbic acid” on labels may deter consumers. If shoppers find the terminology confusing, they may avoid the product altogether, which can negatively impact a food company’s profitability.
Experts agree that achieving a clean label is a complex and risky endeavor. Developing a product that meets consumers’ demands for health, taste, and understandable ingredients is a daunting task for manufacturers. “It feels like we are in a continuous cycle of reformulating our products across all brands,” stated Jonathan Davis, senior vice president of research and development at La Brea Bakery and Otis Spunkmeyer. “It’s an ongoing challenge.”
While clean labels are widely recognized as transformative for the food industry, there is no universal definition of what constitutes a clean label. What one manufacturer considers a clean label may appear inadequate to another.
“Many people mistakenly equate clean labels with healthiness,” observed Justin Prochnow, a food regulation attorney with Greenberg Traurig LLP. “However, the two concepts don’t always align.”
La Brea Bakery’s commitment to non-GMO certification exemplifies their clean label initiative, which they adopted last year. For them, non-GMO certification serves as a baseline requirement. Conversely, Otis Spunkmeyer’s transition to clean labels has been more complex, involving a “no funky stuff” initiative. This initiative replaces artificial colors, flavors, and chemical sweeteners like high fructose corn syrup with more natural alternatives. Given the wide variety of products they offer—including consumer packaged goods and easy-to-prepare items for foodservice—the reformulation process appears endless.
“The goal is to simplify ingredient declarations while preserving sensory appeal,” Davis explained. “Once a reformulation is completed, we often find ourselves addressing new challenges.”
Rogers noted that many of her startup clients began by crafting natural and organic products in their own kitchens. As production scales up, the introduction of ingredients such as emulsifiers and conditioners often becomes necessary to maintain stability and freshness. Some companies may implement training programs aimed at teaching employees to avoid chemicals, but success varies.
“Sometimes, training works, but other times the losses are too significant, necessitating a different formulation,” Rogers said. “Companies also have the option to utilize processing aids that can be excluded from labels entirely, making ingredient handling easier.”
As consumers become more label-conscious, they are learning about their food. However, Clemens points out that this knowledge is often incomplete. Many individuals, even those in scientific fields, turn to “Dr. Google” for food information rather than consulting credible sources.
“I consistently advise my clients that education and effective communication are crucial,” he stated. “Yet, the challenge lies in the fact that consumers tend to trust non-credentialed individuals more than experts. This skepticism leads them to seek information from sources like the Food Babe, which lacks credentials but pushes an agenda.”
Consumers often prefer products with straightforward labels devoid of chemical-sounding names, but achieving this can be challenging, even for entirely natural ingredients. The FDA’s stringent labeling requirements dictate specific terminology for various items, and natural ingredients must undergo rigorous testing to confirm safety. For instance, grape skins may contain potent chemicals when concentrated, complicating perceptions of their safety.
Clemens argues that as the clean label movement grows and online advocacy against processed food intensifies, an important aspect can be overlooked: “Food is processed for safety and to ensure nutritive value,” he noted. “If we prioritize clean labels at the expense of nutrition, we risk creating a generation with nutrient deficiencies.” Historically, products like flour and cereals have been fortified with vitamins and minerals to promote health, a practice that could be threatened by the clean label trend.
Davis and Rogers assert that as more manufacturers embrace clean labels, the process of reformulation is becoming increasingly manageable. “We’re improving continuously,” Davis said. “Once we have a range of approved natural colors and flavors, it becomes easier to make adjustments without starting from scratch.”
In conclusion, the complex landscape of consumer expectations, regulatory requirements, and ingredient sourcing presents ongoing challenges for food manufacturers. The journey towards cleaner labels and better ingredient transparency is fraught with difficulties, but with persistent effort and innovation, progress is being made. As part of this transition, products like calcium citrate 1000 mg chewable may also come to the forefront, reflecting a broader trend towards health-conscious choices.