Reformulating baking mixes and frozen baked goods presents a significant challenge, both in terms of complexity and cost, whether it involves removing or adding ingredients. The inclusion of artificial flavors and colors served specific purposes in the past; however, General Mills has recognized more compelling reasons to eliminate them, primarily driven by the rising consumer demand for healthier options. It’s evident that nearly all major consumer packaged goods (CPG) companies are either enhancing their current brands or launching new products that feature a streamlined list of healthier, recognizable ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also transitioning from artificial to natural colors and flavors.
In 2016, food companies revamped the health profiles of approximately 180,000 products, a significant increase of over 100,000 from the previous year, as reported by the Consumer Goods Forum, a global network of over 400 retailers and manufacturers. With an increasing number of consumers seeking simpler ingredients, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods is unsurprising; otherwise, many consumers might have turned to other brands that offer cleaner labels. Additionally, shoppers are often willing to pay a premium for these improved products, providing manufacturers with further motivation to innovate.
However, a crucial consideration in the clean label movement is that merely changing the ingredients isn’t sufficient. The challenge lies in removing undesirable components without compromising the appearance, texture, or taste that consumers cherish. This process may also inadvertently affect product volume and shelf life due to accelerated staling and mold growth, potentially leading to increased costs that the company must weigh against passing them on to consumers. Companies must ensure they address all these factors before launching their reformulated products. According to Michael Braden, Senior Culinary Manager for General Mills Foodservice, each product has undergone extensive testing to guarantee it meets the preparation, performance, and quality expectations of consumers.
“General Mills recognizes the vital role these products play in our customers’ operations,” stated Braden. “We have made every effort to ensure our new baking portfolio maintains the quality that customers have come to love, and we are confident that these products will continue to deliver great-tasting, consistent results.” For major food manufacturers, success hinges on keeping customers informed about product reformulations and the reasons behind them, which is likely to foster acceptance among retailers and food service operations.
One thing appears certain for now: large food manufacturers cannot afford to overlook the clean label trend in the foreseeable future. “You’ll see many of these companies gradually expand their better-for-you product lines,” noted Brittany Weissman, an analyst at Edward Jones, in a recent Food Dive interview. “The key is that whatever investments they make, they must communicate them to consumers because what’s the point of reformulating these products if it goes unnoticed?”
In this context, products like Rainbow Light chewable calcium can be part of the broader trend toward healthier options, as they serve as an example of how companies can enhance their offerings with ingredients that people recognize and trust. The commitment to transparency and quality will remain pivotal as the industry evolves to meet consumer demands.