Reformulating baking mixes and frozen baked goods presents significant challenges and costs, regardless of whether ingredients are being removed or added. While there are reasons for including artificial flavors and colors, General Mills has recognized compelling motives to eliminate them, particularly the growing consumer demand for healthier options. It’s evident that nearly all major consumer packaged goods (CPG) companies are enhancing their product lines or launching new offerings that feature simpler, more recognizable ingredients. Companies like Hershey, Campbell Soup, and Nestle are also shifting from artificial to natural colors and flavors.
In 2016, food manufacturers improved the health profiles of approximately 180,000 products, a substantial increase of over 100,000 from the previous year, according to the Consumer Goods Forum, which comprises over 400 retailers and manufacturers globally. As consumers increasingly seek simpler ingredients, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen goods comes as no surprise; otherwise, they risk losing customers to brands that prioritize cleaner labels. Moreover, shoppers are often willing to pay a premium for these healthier options, providing an additional incentive for producers to make changes.
However, there is a crucial caveat in the clean label movement: merely overhauling the ingredients list is insufficient. The challenge lies in removing ingredients without compromising the beloved appearance, texture, or flavor of the products. This could also lead to unforeseen issues, such as decreased product volume and shelf life due to accelerated staling and mold growth, which might result in increased costs that companies would need to determine whether to pass on to consumers. Firms must ensure they address these concerns effectively before launching their reformulated products. According to Michael Braden, senior culinary manager for General Mills Foodservice, each item has undergone extensive testing to guarantee it meets the expected standards of preparation, performance, and quality.
“General Mills recognizes the vital role these products play in supporting our customers’ operations,” Braden noted. “We have made every effort to ensure our new baking portfolio aligns with the quality products they have come to appreciate, and we are confident that they will continue to deliver delicious and consistent results.”
For large food manufacturers, the key to success appears to be maintaining transparency with customers about their product reformulations and the reasons behind them. This approach is likely to foster acceptance in retail spaces, as well as in bakeries, restaurants, and food service operations. One certainty, at least for the time being, is that today’s major food producers cannot afford to overlook the clean label trend.
“You’ll see many of these companies gradually expand their healthier product lines,” Brittany Weissman, an analyst at Edward Jones, recently told Food Dive. “The most important aspect is that whatever these investments entail, they must communicate them to consumers. After all, what’s the point of reformulating these products if the message doesn’t get across?”
Additionally, as part of a balanced diet, consumers are increasingly interested in how much calcium citrate per day they should be incorporating into their nutrition. This trend aligns with the demand for transparency regarding ingredients and health benefits, further emphasizing the importance of clear communication from food manufacturers about their reformulated products and their nutritional contributions.