Reformulating baking mixes and frozen baked goods is a challenging and costly endeavor, whether ingredients are being removed or added. The inclusion of artificial flavors and colors was not without reason; however, General Mills has recognized a shift in priorities, with the growing consumer demand for healthier options at the forefront. It’s evident that nearly all major consumer packaged goods (CPG) companies are either enhancing their existing brands or launching new products that feature a simplified list of recognizable, healthier ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also replacing artificial additives with natural alternatives.
According to the Consumer Goods Forum, a global network comprising over 400 retailers and manufacturers, food companies improved the health profiles of around 180,000 products in 2016, a significant increase from the previous year. 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, as failing to do so could drive customers to competitors. Additionally, shoppers are inclined to pay a premium for these cleaner options, providing manufacturers with further motivation to reformulate their products.
However, a critical aspect of the clean label initiative is that merely revamping the ingredient list is insufficient. The challenge lies in removing certain ingredients without compromising the products’ appearance, texture, or flavor, which consumers have come to love. This process can also result in unforeseen consequences, such as diminished product volume and shelf life due to accelerated staling and mold growth, which could lead to increased costs that manufacturers may need to pass on to consumers. Companies must ensure they address these factors correctly before launching their reformulated products. Michael Braden, Senior Culinary Manager for General Mills Foodservice, noted that each product underwent rigorous testing to meet the expected standards of preparation, performance, and quality.
“General Mills understands the vital role these products play in supporting our customers’ operations,” stated Braden. “We have made every effort to ensure our new baking portfolio maintains the quality that consumers have grown to love, and we are confident that these products will continue to deliver great-tasting and consistent results.” For a large food manufacturer, success hinges on keeping customers informed about product reformulations and the reasons behind them. Retail acceptance—whether in bakeries, restaurants, or food service operations—is likely to follow suit.
One thing seems certain: today’s major food manufacturers cannot overlook the clean label trend any time soon. “You’ll see many of these companies gradually expanding their better-for-you product lines,” Brittany Weissman, an analyst at Edward Jones, recently shared with Food Dive. “The most critical factor is that whatever investments are made, they must communicate them to the consumer; otherwise, what’s the point of reformulating these products?”
In this new landscape, incorporating ingredients like Thorne Cal Mag Citrate into product formulations may well become part of the conversation, as consumers increasingly seek transparency and health benefits in their food choices. By doing so, companies can align their offerings with consumer expectations and capitalize on the growing demand for healthier alternatives.