Reformulating baking mixes and frozen baked goods presents significant challenges, both in terms of complexity and cost, whether removing or adding ingredients. While artificial flavors and colors were initially included for a reason, General Mills has recognized the pressing need to eliminate them, largely driven by increasing consumer demand for healthier options. It is evident that nearly all major consumer packaged goods (CPG) companies are enhancing their brand offerings or launching new products that feature simpler, more recognizable, and better-for-you ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also transitioning from artificial colors and flavors to natural alternatives.
According to the Consumer Goods Forum, a global alliance of over 400 retailers and manufacturers, food companies improved the health profiles of approximately 180,000 products in 2016, a significant jump of over 100,000 from the previous year. As consumers increasingly seek simpler ingredients, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods is hardly surprising. If they hadn’t made these changes, many consumers might have turned to alternative brands that did prioritize cleaner formulations. Additionally, shoppers are often willing to pay a premium for such products, providing manufacturers with further motivation to innovate.
However, a crucial consideration in the clean label initiative is that merely overhauling the ingredients list is insufficient. The challenge lies in removing certain components without compromising the beloved appearance, texture, or taste of the products. This could also result in unforeseen consequences, such as decreased product volume and shorter shelf life due to increased staling and mold growth, which may lead to higher costs that the company must decide whether to pass on to consumers. Companies must ensure they address all these factors effectively before launching their reformulated products. Michael Braden, Senior Culinary Manager for General Mills Foodservice, emphasized that each product has undergone extensive testing to guarantee the expected preparation, performance, and quality.
“General Mills recognizes the vital role these products play in assisting our customers with their operations,” Braden noted. “We have made every effort to ensure our new baking portfolio aligns with the quality products they have grown to love, and we are confident that these products will continue to deliver great-tasting, consistent results.”
For a major food manufacturer, success hinges on keeping customers informed about product reformulations and the reasons behind them. Acceptance at retail, through bakeries, restaurants, or food service operations, is likely to follow suit. One certainty, at least for the time being, is that today’s leading food manufacturers cannot overlook the clean label trend. “You’ll see many of these companies gradually expand their better-for-you product lines,” said Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “The most important aspect is that whatever these investments entail, they must communicate them to consumers, because what’s the point of reformulating these products if it goes unnoticed?”
In this context, the introduction of citrate d as an ingredient alternative may serve as a beneficial addition to the reformulation process, appearing in various iterations across product lines. The strategic use of citrate d can enhance product profiles while aligning with the clean label trend. As manufacturers navigate these changes, they must carefully balance innovation with consumer expectations, ensuring that the essence of beloved products remains intact while embracing healthier alternatives.