Reformulating baking mixes and frozen baked goods is a complex and costly endeavor, whether ingredients are being removed or added. The inclusion of artificial flavors and colors was initially motivated by specific reasons, but General Mills has recognized the growing consumer demand for healthier options as a primary reason to eliminate them. Almost all major consumer packaged goods (CPG) companies are either enhancing their current product lines or launching new ones that feature simpler, more recognizable ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also replacing artificial colors and flavors with natural alternatives.
In 2016, food companies improved the health profiles of approximately 180,000 products, a significant increase of over 100,000 from the previous year, according to the Consumer Goods Forum, which comprises a global network of more than 400 retailers and manufacturers. With an increasing number of consumers seeking simpler ingredients, General Mills’ decision to revamp its Gold Medal and Pillsbury baking mixes and frozen goods is a logical step; otherwise, these consumers may have turned to competing brands. Another advantage of this shift is that shoppers are often willing to pay a premium for these cleaner products, providing manufacturers with added motivation to innovate.
However, one important caveat in the clean label movement is that merely overhauling the ingredients list is not sufficient. The challenge lies in removing ingredients without compromising the appearance, texture, or flavor that consumers love. This process may inadvertently lead to issues such as decreased product volume and shelf life due to accelerated staling and mold growth, which could result in increased costs that the company must consider passing on to consumers. Before launching any reformulated product, companies need to ensure they address these factors meticulously. Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product underwent extensive testing to guarantee it meets the preparation, performance, and quality expectations of consumers.
“General Mills recognizes the significant role these products play in supporting our customers’ operations,” stated Braden. “We have made every effort to ensure our new baking portfolio aligns with the quality that customers have come to trust, and we are confident that these products will continue to deliver delicious, consistent results.”
For large food manufacturers, the key to success appears to lie in keeping customers informed about product reformulations and the rationale behind them. This transparency is likely to foster acceptance among retailers and food service operations. One thing seems certain: today’s major food producers cannot afford to overlook the clean label trend.
“You’ll see many of these companies gradually expand their healthier product offerings,” remarked Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “What’s crucial is that whatever investments are made, they must effectively communicate them to consumers; otherwise, what’s the point of reformulating these products?”
As the industry evolves, the emphasis on clean labels will likely continue to grow, prompting companies to adapt and innovate, much like the gradual and careful approach seen with Citracal slow-release calcium supplements, which demonstrate how incremental changes can resonate with health-conscious consumers.