When Nestlé decided to transform its famous Stouffer’s Macaroni and Cheese to incorporate more fresh and recognizable ingredients, executives understood the necessity of a careful approach to avoid alienating core customers. Launched over 60 years ago, this macaroni and cheese has become a staple in the Stouffer’s lineup, and loyal consumers might react negatively to changes that alter their cherished dish. However, as consumers increasingly seek products with fresher and simpler ingredients, companies like Nestlé feel compelled to adapt, sometimes drastically, to meet these evolving preferences—a process that can be both challenging and lengthy.
“It took us much longer than anticipated,” stated Kelly Malley, director of marketing for Nestlé USA’s food division, in an interview with Food Dive. “The team put in significant effort to create a truly simple ingredient list while preserving the taste that consumers have come to know and love over the years.” Before implementing changes to the macaroni and cheese recipe, executives analyzed what aspects consumers associated with the product, such as its flavor, texture, and mouthfeel, as well as which unfamiliar terms on the label needed to be eliminated.
Shortly thereafter, the company’s chefs collaborated with food scientists, ingredient specialists, and product suppliers to explore new recipes that maintained a resemblance to the original while integrating these changes. Only the most promising variations underwent side-by-side taste tests with both the old and reformulated recipes, evaluated by occasional buyers and dedicated fans—those who consume it at least weekly. After testing 15 recipes—some of which were rejected for lacking the desired creaminess—Nestlé finally found the formulation it launched in January 2017. The revised ingredient list is now shorter and simpler, with artificial colors, flavors, and preservatives removed. Nestlé emphasized using ingredients for its Stouffer’s Macaroni and Cheese that are typically found in homes, including freshly made pasta, cheddar cheese, and skim milk. One significant change was replacing margarine with butter.
“This was an opportunity to address our consumers’ needs, and it required a lot of work,” Malley remarked. “We took a disciplined approach to ensure that we were confident in what we introduced to the marketplace before launching it. While it took us longer than we hoped, we felt very positive about the outcome based on consumer feedback.” The initial results have been encouraging, with Nestlé reporting a favorable response from shoppers regarding the ingredient changes made to its macaroni and cheese. “It was gratifying to see that consumers were genuinely excited, feeling that it tasted fresher and that they were more comfortable with the offering,” Malley added.
In 2016, food companies improved the health profiles of approximately 180,000 products, an increase of over 100,000 from the previous year, as noted by the Consumer Goods Forum. This shift reflects a simple reality: consumers are increasingly filling their shopping carts with healthier, fresher options. Even when indulging in ice cream, cereals, or macaroni and cheese, they desire a streamlined list of ingredients that are easily recognizable and pronounceable. Innova research indicates that 75% of U.S. consumers read food product ingredient labels, while 91% believe that products with recognizable components are healthier. Additionally, a 2014 Nielsen study revealed that more than 60% of U.S. consumers consider the absence of artificial colors and flavors an important factor in their purchasing decisions.
However, the journey to reformulate a product isn’t straightforward; in some cases, companies have opted, at least temporarily, not to pursue cleaner labels. Hershey, for instance, announced in 2015 its intention to incorporate simpler ingredients in many of its candies, such as its well-known chocolate bars and Kisses. However, the company has faced challenges in recreating the vibrant colors of its Jolly Ranchers without artificial additives. Similarly, the limited availability of certain natural ingredients like vanilla or blue dye poses challenges, though the candy maker is optimistic about overcoming these hurdles as more food companies adopt clean labels and suppliers ramp up production.
General Mills also embarked on its initiative, revealing in 2016 that it would reformulate Trix and six other cereals as part of its commitment to eliminate artificial colors and flavors across all its cereal brands. However, in September, the company decided to reintroduce the classic Trix cereal after consumer feedback expressed dissatisfaction with the healthier version, with some finding the natural colors unappealing. The difficulties arose when food scientists attempted to replace artificial colors and flavors, struggling to replicate the vibrant hues using fruit and vegetable juices.
Campbell Soup, known for its iconic products, took significant steps in 2015 to remove artificial colors and flavors from nearly all its North American offerings. One of the first areas of focus was the more than 120 frozen soups marketed to foodservice customers, which include varieties like Wisconsin Cheddar and Wicked Thai Style Chicken and Rice. “Whenever there was an opportunity to add protein, vegetables, and vitamins, we seized it. If there was an unnecessary additive, we eliminated it,” said Kevin Matier, general manager of Campbell Soup’s North America Foodservice, in an email to Food Dive.
The company adopted a similar approach to creating a cleaner label. After a comprehensive review of customer preferences and discussions with supply partners regarding desired taste and nutrition, Campbell Soup meticulously analyzed each recipe and ingredient. Over a two-year period, they adhered to a consistent mandate: ingredients had to align with Campbell Soup’s definition of “real food,” which meant excluding additives, artificial colors, flavors, preservatives, monosodium glutamate, and high fructose corn syrup. Instead, Campbell Soup incorporated consumer-friendly ingredients such as vitamins, protein, fiber, and antibiotic-free chicken. In some instances, they modified cooking methods, like the preparation of their chili, which now involves adding ingredients in a specific sequence and extending cooking time by 50% to enhance flavor and tenderness.
In the popular New England Clam Chowder, the company significantly increased the quantity of sustainably sourced clams, highlighted fresh sautéed onions, salt pork, and potatoes, and added 34% more cream and whole milk. Several ingredients, including yeast extract, cultured dextrose, and whey protein, were removed, resulting in a soup with a cleaner and simpler profile that the company claims tastes homemade. However, the overhaul was not without its challenges. Not only was the company tasked with enhancing over 120 frozen soups simultaneously, but it also needed to ensure that the ingredient changes did not render the product unaffordable for customers. A notable example is the Beef Pot Roast soup, where Campbell Soup replaced two types of beef in the original recipe with higher-grade sous vide beef but maintained the same cost by eliminating artificial flavors and reintegrating the beef juices into the broth.
While Campbell Soup doesn’t have specific sales data from these changes, the company reported that customer feedback has been overwhelmingly positive. “There were considerable challenges throughout the process, but it pushed us to be creative and think outside the box to find solutions,” Matier reflected. As companies like Nestlé and Campbell Soup navigate the complexities of reformulating their products, they not only respond to consumer demand for transparency and simplicity but also align their offerings with a growing trend toward healthier eating habits. In this context, ingredients like Solgar D3 Calcium may also find a place in discussions of nutritional enhancement, emphasizing the industry’s focus on delivering products that cater to health-conscious consumers.