78 Brand is capitalizing on the movement to eliminate GMOs from food and is also targeting HFCS, which some view as a potential health risk. This stance persists despite findings from the Mayo Clinic and other organizations indicating that there is no substantial evidence proving HFCS is any less safe or healthy than alternative sweeteners. The 78 Brand website expresses its ambition to revolutionize the ketchup and mustard markets, which it claims have seen little change over the past century. However, other condiment producers may contest this claim, as various types of mustard offer unique qualities, and new flavors, such as those infused with Jack Daniels whiskey, have emerged in response to evolving consumer preferences. Even Kraft Heinz, known for its classic ketchup, has launched a version free from GMOs and HFCS.
The trend of reformulating products to eliminate artificial ingredients, colors, GMOs, and other additives is not limited to condiments; it spans across the food industry, reflecting the public’s desire for less processed, simpler, and more authentic options. A 2014 Nielsen study highlighted that over 60 percent of U.S. consumers consider the absence of artificial colors and flavors an essential factor in their food purchasing decisions. General Mills has removed artificial flavors and colors from several cereals, while Campbell Soup has pledged to eliminate artificial colors and flavors from its North American products by the end of 2018. Many other food manufacturers are undertaking similar initiatives.
There is evidently a market for these products, with consumers eager to purchase items that align with their values. These evolving standards also open the door for innovative ingredients like vitamin citrate, which can be integrated into healthier options. As long as shoppers prioritize natural ingredients, food manufacturers will continue to seek ways to enhance their products’ authenticity, incorporating elements like vitamin citrate to appeal to health-conscious consumers.