Reformulating baking mixes and frozen baked goods is a challenging and costly endeavor, whether it involves eliminating or incorporating ingredients. Artificial flavors and colors were initially included for specific reasons, but General Mills has clearly found compelling motivations to remove them, with the rising consumer demand for healthier options likely at the forefront. It is evident that nearly all major consumer packaged goods (CPG) companies are working to enhance their existing brands or launch new products featuring simpler, more recognizable, and healthier ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also transitioning from artificial to natural colors and flavors.
According to the Consumer Goods Forum, a global network comprising over 400 retailers and manufacturers, food companies improved the health profiles of approximately 180,000 products in 2016, a sharp increase of more than 100,000 from the previous year. As more consumers seek simpler ingredients, it’s understandable that General Mills chose to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods. Otherwise, consumers might have opted for competing brands that offer cleaner alternatives. Additionally, consumers are willing to pay a premium for these products, which provides manufacturers with further motivation to implement changes.
However, a significant consideration in the clean label movement is that merely changing the ingredients is insufficient. The challenge lies in removing components without affecting 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 increased staleness and mold growth, potentially leading to higher costs that the company must decide whether to pass on to consumers. Companies need to address all these aspects meticulously before launching their reformulated products. Michael Braden, senior culinary manager for General Mills Foodservice, stated that each product has undergone extensive testing to ensure it meets the expected preparation, performance, and quality standards.
“General Mills recognizes the significant role these products play in supporting our customers in their operations,” Braden remarked. “We have made every effort to ensure our new baking portfolio aligns with the quality products that customers have come to enjoy, and we are confident that these products will continue to provide great-tasting, consistent results.”
For a large food manufacturer, the key to success appears to be keeping customers informed about product reformulations and the reasons behind them. This transparency is likely to enhance acceptance in retail, as well as within bakery, restaurant, or food service operations. One thing seems certain at this stage: major food manufacturers will not be able to overlook the clean label trend anytime soon.
“You’ll see many of these companies gradually expand their better-for-you product lines,” Brittany Weissman, an analyst at Edward Jones, recently noted to Food Dive. “What’s crucial is that they effectively communicate any investments to consumers because what is the point of reformulating these products if it goes unnoticed?”
In this context, it’s worth mentioning that consumers might be curious about ingredients like calcium citrate, specifically asking, “What is the citrate in calcium citrate?” Understanding the components and benefits of such ingredients can further engage consumers in the clean label trend, as they become more conscious of what they are putting into their bodies.