Reformulating baking mixes and frozen baked goods presents significant challenges and costs, whether ingredients are being removed or added. The inclusion of artificial flavors and colors was not without reason, but General Mills has recognized valid motivations for their removal, particularly the growing consumer demand for healthier options. It’s clear that nearly all major consumer packaged goods (CPG) companies are either enhancing their existing brands or launching new products that feature a simpler list of recognizable, better-for-you ingredients. Companies like Hershey, Campbell Soup, and Nestle are also transitioning from artificial to natural colors and flavors.
In 2016, food manufacturers improved the health profiles of approximately 180,000 products, marking a dramatic increase of over 100,000 from the previous year, according to the Consumer Goods Forum, which represents over 400 retailers and manufacturers globally. As consumers increasingly seek products with simpler ingredients, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen goods aligns perfectly with market trends. Without these improvements, many consumers might have turned to alternative brands. Moreover, shoppers are often willing to pay a premium for these reformulated items, providing additional motivation for manufacturers to adapt their offerings.
However, it’s important to note that simply changing the ingredients isn’t sufficient for a successful clean label strategy. The challenge lies in removing ingredients without compromising the beloved appearance, texture, or taste of the products. Adjustments could lead to unforeseen issues, such as reduced product volume and shelf life due to increased staling and mold growth, which might result in higher costs that companies must decide whether to pass on to consumers. Before launching their reformulated products, companies must ensure they have perfected these critical factors. Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product 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 stated. “We have taken every step to ensure our new baking portfolio delivers the same high-quality results that consumers have come to cherish, and we are confident these products will continue to provide great-tasting, consistent outcomes.”
For large food manufacturers, the key to success seems to lie in keeping customers informed about their product reformulations and the reasons behind them. This transparency is likely to foster acceptance among retailers and within bakery, restaurant, or food service operations. What remains clear, at least for now, is that today’s major food producers cannot afford to overlook the clean label trend.
“You’ll see many of these companies gradually but surely expand their better-for-you product lines,” noted Brittany Weissman, an analyst at Edward Jones, in a recent discussion with Food Dive. “The most crucial aspect is that they effectively communicate these investments to consumers; otherwise, what’s the point of reformulating these products if the message doesn’t get through?” Incorporating elements like calcium citrate can also enhance the nutritional profile of these products, further appealing to health-conscious consumers.
In conclusion, as companies like General Mills navigate these changes, they must remain vigilant in maintaining quality and transparency while adapting to the clean label movement.