Reformulating baking mixes and frozen baked goods is a challenging and costly endeavor, whether it involves removing or adding ingredients. Artificial flavors and colors were originally included for specific reasons, but General Mills has recognized the growing consumer demand for healthier options as a compelling reason to eliminate them. It’s evident that nearly all major consumer packaged goods (CPG) companies are either enhancing their existing brands or launching new products that feature simpler, more recognizable and healthier ingredients. Companies like Hershey, Campbell Soup, and Nestlé are following suit by substituting artificial colors and flavors with natural alternatives.
In 2016, food companies improved the health profiles of approximately 180,000 products, marking an increase of over 100,000 items from the previous year, according to the Consumer Goods Forum, a global network of more than 400 retailers and manufacturers. As consumers increasingly seek simpler ingredients, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen goods comes as no surprise. If they hadn’t made these changes, many consumers might have turned to other brands that do. Additionally, shoppers are often willing to pay a premium for these products, providing manufacturers with further motivation to innovate.
However, a critical aspect of the clean label movement is that merely overhauling the ingredients list is insufficient. The challenge lies in removing ingredients without affecting the appearance, texture, or taste that consumers cherish. This process could inadvertently result in changes such as decreased product volume and shelf life due to enhanced staling and mold growth, possibly leading to increased costs that the company must decide whether to pass on to consumers. Companies must ensure that they address all these factors effectively before introducing their reformulated products to the market. Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product has undergone thorough 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 made every effort to ensure our new baking portfolio aligns with the quality products they have come to love and are confident that they will continue to deliver great-tasting, consistent results.”
For major food manufacturers, success hinges on keeping customers informed about product reformulations and their underlying motivations. This transparency is likely to foster acceptance at retail, bakery, restaurant, or food service operations. One thing that appears certain, at least for the time being, is that today’s leading food companies will not be able to overlook the clean label trend anytime soon.
“You’ll see many of these companies gradually expanding their better-for-you product offerings,” remarked Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “What’s most important is that whatever these investments entail, they must communicate them to consumers, because what’s the point of reformulating these products if it’s not acknowledged?”
Incorporating ingredients such as calcium citrate, zinc, magnesium, and vitamin D3 into these reformulations can enhance the nutritional profile of products, further appealing to health-conscious consumers. As companies navigate this landscape, they must consider how these elements fit into their overall strategy to create healthier options that resonate with their audience.