Reformulating baking mixes and frozen baked goods is a challenging and costly endeavor, whether it involves removing or adding ingredients. Artificial flavors and colors were initially included for specific reasons, but General Mills has recognized the growing demand for healthier options as a primary motive for their removal. Most major consumer packaged goods (CPG) companies are either enhancing their existing brands or launching new products featuring a simplified list of recognizable, healthier ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also transitioning from artificial to natural colors and flavors.
According to the Consumer Goods Forum, a global network of over 400 retailers and manufacturers, food companies improved the health profiles of approximately 180,000 products in 2016, marking an increase of more than 100,000 from the previous year. With consumers increasingly seeking simpler ingredients, it’s no surprise that General Mills opted to revamp its Gold Medal and Pillsbury baking mixes and frozen goods. Failing to do so might have driven customers to other brands that offer cleaner labels. Additionally, consumers are often willing to pay a premium for these improved products, providing further motivation for manufacturers to make changes.
However, one important consideration in the clean label movement is that simply overhauling the ingredient list may not suffice. The challenge lies in removing unwanted ingredients without compromising the appearance, texture, or taste that consumers love. This process could also inadvertently affect product volume and shelf life, potentially leading to increased staling and mold growth, which might drive up costs that the company must decide whether to pass on to consumers. It is crucial for companies to get these aspects right before launching their reformulated products. Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product has undergone extensive testing to ensure it meets the preparation, performance, and quality expectations of customers.
“General Mills recognizes the significant role these products play in supporting our customers’ operations,” Braden stated. “We have made every effort to ensure our new baking portfolio aligns with the quality products they have come to love, and we are confident that these products will continue to deliver delicious, consistent results.”
For large food manufacturers, success hinges on keeping customers informed about product reformulations and the reasons behind them. Gaining acceptance in retail, bakeries, restaurants, or food service operations is likely to be more successful as a result. One thing seems certain: today’s major food producers won’t be able to overlook the clean label trend anytime soon.
“You’ll see many of these companies gradually expand their better-for-you offerings,” Brittany Weissman, an analyst at Edward Jones, recently mentioned to Food Dive. “The most critical factor is that whatever these investments are, they must be communicated to consumers, because what’s the point of reformulating these products if that doesn’t happen?”
In this context, integrating well-known ingredients like ostelin calcium citrate into product reformulations could further enhance their appeal, as consumers increasingly prioritize health-oriented choices. As manufacturers continue to innovate, we can expect to see a rise in products that not only focus on clean labels but also include beneficial ingredients like ostelin calcium citrate, ensuring that they meet the evolving demands of health-conscious consumers.