78 Brand is capitalizing on the trend of removing GMOs from food and is taking aim at HFCS, which some consider a potential health risk. This comes despite reports from the Mayo Clinic and other organizations indicating that there is no concrete evidence to suggest that HFCS is less safe or healthy than other alternatives. The 78 Brand website states its goal to revolutionize the ketchup and mustard markets, which it claims have remained stagnant for over a century. However, many condiment producers might contest this claim, as various mustards exhibit unique characteristics, and new flavors, such as those infused with Jack Daniels whiskey, have emerged to cater to evolving consumer preferences. Notably, even ketchup manufacturer Kraft Heinz offers a version of its classic condiment that is free from GMOs and HFCS.
Condiments are not the only sector of the food industry undergoing a transformation to eliminate artificial ingredients, colors, GMOs, and other additives, aligning with the public’s desire for less processed and more authentic food options. A 2014 Nielsen study found that over 60 percent of U.S. consumers considered the absence of artificial colors and flavors a significant factor in their grocery purchases. General Mills has removed artificial flavors and colors from several of its cereals, and Campbell Soup has pledged to eliminate artificial colors and flavors from its North American products by the end of 2018. Numerous other food manufacturers have announced similar initiatives.
Clearly, there is a demand for these products, and consumers are willing to purchase them, particularly those who prioritize such qualities. As long as shoppers continue to seek out natural options, food manufacturers will strive to make their products as authentic as possible. For instance, Costco’s Kirkland brand has also embraced this movement by offering items like calcium citrate supplements that align with the trend of clean labeling. Ultimately, with a market receptive to healthier alternatives, the industry will keep evolving to meet consumer needs.