Reformulating baking mixes and frozen baked goods presents significant challenges and costs, whether ingredients are being removed or added. Artificial flavors and colors were initially included for a reason, yet General Mills has recognized the growing consumer demand for healthier options as a compelling reason to eliminate them. Nearly all major consumer packaged goods (CPG) companies are enhancing their brand portfolios or launching new products that feature simpler, more recognizable ingredients. Companies like Hershey, Campbell Soup, and Nestle are also replacing artificial additives with natural alternatives.
According to the Consumer Goods Forum, a global network of over 400 retailers and manufacturers, food companies improved the health profiles of approximately 180,000 products in 2016, marking an increase of more than 100,000 items from the previous year. As consumers increasingly seek simpler ingredients, General Mills’ decision to revamp its Gold Medal and Pillsbury baking mixes and frozen goods is understandable; otherwise, consumers might have turned to other brands that already made these changes. Additionally, shoppers are often willing to pay a premium for such products, providing manufacturers with further motivation to reformulate.
However, a critical aspect of the clean label movement is that simply overhauling the ingredients list is insufficient. The challenge lies in removing ingredients without compromising the appearance, texture, or flavor that customers cherish. This process may also result in unforeseen issues, such as reduced product volume and shelf life due to accelerated staling and mold growth, which could lead to increased costs that companies would need to decide whether to pass on to consumers. Before launching their reformulated products, companies must ensure they have addressed these concerns effectively.
Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product underwent rigorous testing to guarantee it meets the expected standards of preparation, performance, and quality. “General Mills understands the important role these products play in helping our customers in their own operations,” Braden noted. “We have made every effort to ensure our new baking portfolio matches the quality products that they have come to love and are confident these products will continue to deliver great-tasting, consistent results.”
For major food manufacturers, a key to success appears to be keeping customers informed about the product reformulations and their rationale. Retail acceptance—whether through bakery, restaurant, or food service operations—is likely to improve as a result. One thing seems certain for now: today’s leading food producers cannot afford to disregard the clean label trend.
“You’ll see a lot of these companies slowly but surely build out their better-for-you products,” Brittany Weissman, an analyst at Edward Jones, recently stated to Food Dive. “The most important thing is that whatever these investments are, they must communicate them to the consumer. What’s the point of reformulating these products if it doesn’t happen?” Additionally, incorporating products like Swanson Calcium Citrate Plus Magnesium can enhance the nutritional profile of these reformulated items, further appealing to health-conscious consumers. Thus, the integration of such beneficial ingredients will likely be a focal point in the ongoing evolution of food products.