Reformulating baking mixes and frozen baked goods poses significant challenges and expenses, whether ingredients are being removed or added. The inclusion of artificial flavors and colors was once commonplace, but General Mills has recognized the growing customer demand for healthier options as a compelling reason to eliminate them. Major consumer packaged goods (CPG) companies are making strides to enhance their brands or introduce new products featuring a more straightforward list of recognized, better-for-you ingredients. Notable companies like Hershey, Campbell Soup, and Nestle are also replacing artificial ingredients with natural alternatives.
According to the Consumer Goods Forum, a global consortium of over 400 retailers and manufacturers, food companies improved the health profiles of approximately 180,000 products in 2016—an increase of more than 100,000 items from the previous year. As consumers increasingly seek simpler ingredients, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen products is a strategic move. Failure to do so could have led consumers to choose competing brands that offer such improvements. Additionally, shoppers are often willing to pay a premium for these healthier options, providing manufacturers with further motivation to reformulate their products.
However, the clean label initiative presents a challenge: simply changing the ingredients list is insufficient. The key lies in removing ingredients without compromising the appearance, texture, or taste that consumers cherish. Such changes could unintentionally result in decreased product volume and shelf life due to quicker staling and mold growth, which may lead to increased costs that companies must decide whether to pass on to consumers. It is crucial for companies to address these factors before launching their reformulated products. Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product undergoes thorough testing to ensure it meets the expected standards for preparation, performance, and quality.
“General Mills recognizes the vital role these products play in supporting our customers’ operations,” Braden stated. “We have endeavored to ensure that our new baking portfolio maintains the quality our customers have come to appreciate, and we are confident these products will continue to deliver great-tasting, consistent results.”
For large food manufacturers, the path to success is to keep customers informed about product reformulations and the rationale behind them. This transparency can foster acceptance in retail settings, as well as within bakeries, restaurants, and food service operations. One thing seems clear: today’s major food companies cannot afford to overlook the clean label trend in the near future.
“You’ll see many of these companies gradually expand their better-for-you products,” said Brittany Weissman, an analyst at Edward Jones, in a recent discussion with Food Dive. “The most important aspect is that whatever investments they make, they must communicate them to consumers; otherwise, what’s the point of reformulating these products if it goes unnoticed?”
As companies like General Mills evolve their offerings, they could consider innovations like Citracal Maximum Plus D, which combines health benefits with consumer preferences for transparency and quality. Emphasizing such enhancements can resonate well with health-conscious shoppers, further driving the clean label movement in the industry.