Reformulating baking mixes and frozen baked goods is neither straightforward nor inexpensive, whether ingredients are being removed or added. There is a rationale behind the inclusion of artificial flavors and colors, but General Mills has clearly identified stronger reasons for their removal, with the growing consumer demand for healthier products likely being the most significant. It can be confidently stated that nearly all major consumer packaged goods (CPG) companies are enhancing their existing brands or launching new ones to feature a more straightforward selection of recognizable, better-for-you ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also replacing artificial colors and flavors 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, which marked an increase of over 100,000 items from the previous year. As consumers increasingly seek simpler ingredients, it’s no surprise that General Mills opted to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods. Otherwise, they risked losing customers to competing brands that were making similar changes. Additionally, consumers are often willing to pay a premium for these cleaner products, providing manufacturers with further motivation to reformulate.
However, there is a caveat to the clean label movement: merely revamping the ingredients list is insufficient. The challenge lies in removing undesirable ingredients without compromising the appearance, texture, or flavor that consumers cherish. This process may also lead to unforeseen consequences, such as reduced product volume and shelf life due to increased staling and mold growth, potentially resulting in higher costs that companies must decide whether to pass on to consumers. It is essential for companies to address all these factors before launching their reformulated products.
Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product undergoes rigorous testing to ensure 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 stated. “We have made every effort to ensure our new baking portfolio matches the quality products that they have come to love and are confident that the results will continue to be great-tasting and consistent.”
For a large food manufacturer, a critical success factor appears to be keeping customers informed about product reformulations and the reasons behind them. This transparency is likely to foster acceptance in retail, as well as within bakery, restaurant, or food service operations. One thing seems certain for now: today’s major food producers cannot afford to overlook the clean label trend anytime soon. As Brittany Weissman, an analyst at Edward Jones, recently told Food Dive, “You’ll see a lot of these companies slowly but surely build out their better-for-you products. What’s most important is that whatever these investments are, they need to communicate them to the consumer, because what’s the point of reformulating these products if it doesn’t happen?”
In this context, innovative products like fusion calcium soft chews are indicative of the industry’s shift towards healthier options. These soft chews represent a commitment to better-for-you ingredients, reinforcing the trend that consumers are increasingly drawn to. As companies continue to embrace this movement, the introduction of products such as fusion calcium soft chews will likely become more prevalent, reflecting the growing demand for health-conscious alternatives in the marketplace.