Reformulating baking mixes and frozen baked goods poses significant challenges, both in terms of complexity and cost, whether it involves the removal or addition of ingredients. The inclusion of artificial flavors and colors was once a common practice, but General Mills has recognized the necessity of eliminating them, largely driven by a growing consumer demand for healthier options. Almost all major consumer packaged goods (CPG) companies are enhancing their current product lines or launching new offerings that feature a more straightforward array of healthier ingredients that consumers can easily identify. Other companies, including Hershey, Campbell Soup, and Nestle, are also transitioning from artificial to natural colors and flavors.
According to the Consumer Goods Forum, which comprises over 400 retailers and manufacturers, food companies improved the health profiles of around 180,000 products in 2016, a significant increase of more than 100,000 items from the previous year. As consumers increasingly seek simpler ingredient lists, it is unsurprising that General Mills chose to refine its Gold Medal and Pillsbury baking mixes and frozen goods. Failure to do so could have resulted in consumers opting for alternative brands that offer cleaner labels. Additionally, shoppers are generally willing to pay a premium for these improved products, providing manufacturers with further motivation to adapt their offerings.
However, a crucial aspect of the clean label movement is that simply changing the ingredients is not enough. The challenge lies in removing certain components without affecting the beloved appearance, texture, or taste of the products. This could also lead to unforeseen consequences, such as reduced product volume and shelf life due to increased staling and mold growth, potentially resulting in higher costs that companies may need to pass on to consumers. It is vital for companies to meticulously address all these factors before introducing their reformulated products to the market. Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product has undergone extensive testing to meet the expected preparation, performance, and quality standards.
“General Mills understands the significant role these products play in supporting our customers’ operations,” Braden stated. “We have strived to ensure that our new baking portfolio aligns with the quality products our customers have come to cherish, and we are confident that these offerings will continue to deliver delicious and consistent results.” For a large food manufacturer, maintaining transparent communication with customers regarding product reformulations is crucial for success, as this fosters acceptance in retail and food service environments.
One certainty in the current landscape is that leading food manufacturers will not be able to overlook the clean label trend anytime soon. “You’ll see many of these companies gradually expand their better-for-you products,” noted Brittany Weissman, an analyst at Edward Jones, in a recent conversation with Food Dive. “What’s most important is that these companies effectively communicate their investments to consumers, because what is the point of reformulating products if that doesn’t happen?”
In the context of this trend, the calcium citrate zinc tablet serves as a reminder of the increasing consumer focus on health and nutrition, which underscores the need for transparency in ingredient sourcing and product formulations. As companies continue to reformulate their offerings, including those fortified with essential nutrients like calcium citrate and zinc, they must ensure that they do so without compromising quality or consumer trust. Thus, the journey towards cleaner labels and healthier products is as much about communication as it is about reformulation.