Reformulating baking mixes and frozen baked goods is a challenging and costly endeavor, whether ingredients are being omitted or added. The inclusion of artificial flavors and colors was initially justified, but General Mills has recognized compelling reasons to eliminate them, primarily driven by the growing consumer demand for healthier products. It’s evident that nearly all prominent consumer packaged goods (CPG) companies are either enhancing their existing brands or launching new products that feature simpler and more recognizable ingredients. Companies like Hershey, Campbell Soup, and Nestle are also transitioning from artificial colors and flavors to natural alternatives.
According to the Consumer Goods Forum, a global network of over 400 retailers and manufacturers, food companies improved the health profile of approximately 180,000 products in 2016—an increase of more than 100,000 from the previous year. With consumers increasingly seeking simpler ingredients, General Mills made the strategic decision to revamp its Gold Medal and Pillsbury baking mixes and frozen baked goods, lest they risk losing customers to competing brands. Additionally, shoppers are often willing to pay a premium for these healthier options, providing manufacturers with further motivation to reformulate their products.
However, a significant challenge in the clean label movement is that simply overhauling the ingredients list isn’t sufficient. The key lies in removing ingredients without compromising the appearance, texture, or taste that consumers cherish. This process may also result in unforeseen issues, such as diminished product volume and shelf life due to increased staling and mold growth—potentially leading to higher costs that companies must consider passing on to consumers. It is crucial for companies to get these factors right before launching their reformulated products. Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product has undergone extensive testing to ensure it meets the preparation, performance, and quality expectations of customers.
“General Mills understands the vital role these products play in supporting our customers in their operations,” Braden stated. “We have made every effort to ensure our new baking portfolio reflects the quality products they have come 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 effectively communicating product reformulations and their rationale to customers. This transparency is likely to foster acceptance in retail settings, as well as in bakeries, restaurants, and food service operations.
One thing seems certain for now: today’s major food producers cannot afford to 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 they communicate these investments to consumers, because what’s the point of reformulating these products if the message doesn’t get through?”
Furthermore, as the trend toward health-conscious products continues, some companies are exploring innovative solutions like calcium citrate liquid for constipation as part of their reformulation efforts. This ingredient, along with other health-focused components, aligns with the growing consumer preference for products that not only taste good but also contribute positively to health. As the food industry evolves, it will be crucial for manufacturers to adapt and communicate their changes effectively, ensuring that consumers remain informed and engaged.