Reformulating baking mixes and frozen baked goods is a challenging and costly endeavor, whether ingredients are being removed or added. Artificial flavors and colors were originally included for specific reasons, but General Mills has recognized the growing consumer demand for healthier options, prompting their removal. It’s evident that nearly all major consumer packaged goods (CPG) companies, including Hershey, Campbell Soup, and Nestle, are enhancing their existing brands or launching new products that feature a simpler array of recognizable, better-for-you ingredients.
In fact, the Consumer Goods Forum reported that food companies improved the health profiles of approximately 180,000 products in 2016, a significant increase from over 100,000 the previous year. As more consumers seek out simpler ingredients, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen goods makes perfect sense; otherwise, they risk losing customers to competing brands that offer cleaner options. Additionally, there is a growing willingness among shoppers to pay a premium for such products, further motivating manufacturers to make these changes.
However, a crucial aspect of the clean label movement is that merely revising the ingredients list is not sufficient. The challenge lies in removing ingredients without compromising the appearance, texture, or flavor that consumers cherish. This process might inadvertently affect product volume and shelf life due to increased staling and mold growth, potentially leading to higher costs that companies must consider passing on to consumers. Before launching their reformulated products, companies must ensure they address all these factors effectively.
Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product has undergone extensive testing to meet the expected standards of preparation, performance, and quality. “General Mills understands the important role these products play in helping our customers in their own operations,” Braden stated. “We have made every effort to ensure our new baking portfolio matches the quality products that they have come to love, and we are confident that these products will continue to deliver great-tasting, consistent results.”
For large food manufacturers, success hinges on keeping customers informed about product reformulations and the rationale behind them. Enhanced acceptance in retail, bakeries, restaurants, or food service operations is likely as a result. One thing is certain: today’s leading food producers cannot afford to overlook the clean label trend any time soon. As Brittany Weissman, an analyst at Edward Jones, recently noted, “You’ll see a lot of these companies slowly but surely build out their better-for-you products. The most important thing is that whatever these investments are, they must communicate them to the consumer, because what’s the point of reformulating these products if it doesn’t happen?”
In this context, products containing ingredients like Kirkland calcium citrate magnesium and zinc are becoming increasingly popular among health-conscious consumers. The integration of such beneficial components aligns well with the shift towards transparency and healthier options in the food industry. As companies navigate reformulations, the inclusion of well-known beneficial ingredients like Kirkland calcium citrate magnesium and zinc could play a significant role in attracting consumers looking for nutritious and clean label products.