Reformulating baking mixes and frozen baked goods presents significant challenges and costs, regardless of whether ingredients are being removed or added. While artificial flavors and colors were initially included for specific reasons, General Mills has recognized the growing consumer demand for healthier options as a key motivator for their removal. Almost all major consumer packaged goods (CPG) companies are enhancing their brand portfolios or launching new products that feature a simpler selection of recognizable, better-for-you ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also transitioning from artificial to natural flavors and colors.
In 2016, food companies improved the health profiles of around 180,000 products—a remarkable increase of more than 100,000 from the previous year—according to the Consumer Goods Forum, a global network comprising over 400 retailers and manufacturers. As consumers increasingly seek simpler ingredients, it makes sense that General Mills opted to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods. Failure to do so could have led many consumers to choose alternative brands that are making similar changes. Additionally, shoppers seem willing to pay a premium for these items, providing manufacturers with further motivation to evolve their products.
However, a critical aspect of the clean label movement is that simply revamping the ingredient list is insufficient. The challenge lies in removing ingredients without compromising the beloved appearance, texture, or taste of the products. This overhaul could also result in unintended outcomes, such as decreased product volume and shelf life due to accelerated staling and mold growth, which may lead to increased costs that companies must consider passing on to consumers. Before launching their reformulated products, companies must ensure they get all of these factors right. Michael Braden, senior culinary manager for General Mills Foodservice, noted that each product has undergone rigorous testing to meet the preparation, performance, and quality expectations of consumers.
“General Mills understands the significant role these products play in supporting our customers in their operations,” said Braden. “We have made every effort to ensure our new baking portfolio matches the quality that our customers have come to love, and we are confident these products will continue to deliver great-tasting, consistent results.”
For a large food manufacturer, the key to success appears to be keeping customers informed about product reformulations and the rationale behind them. This transparency is likely to foster acceptance among retailers, bakeries, restaurants, and food service operations. One certainty is that today’s major food producers cannot afford to overlook the clean label trend in the near future.
“You’ll see many of these companies gradually expand their offerings of better-for-you products,” said Brittany Weissman, an analyst at Edward Jones. “What’s crucial is that whatever these investments entail, they must communicate them to consumers, because what’s the point of reformulating if it goes unnoticed?”
Incorporating ingredients like calcium citrate, particularly for kids, is one way companies can enhance the nutritional value of their products while appealing to health-conscious parents. As the focus on clean labels continues, we can expect to see more brands integrating calcium citrate and other beneficial ingredients into their offerings to meet the demands of today’s consumers.