Americans have high expectations when it comes to their food. They desire meals that not only taste delicious and are nutritious but can also be consumed on the go, quench their hunger, and are free from questionable ingredients. This, as Roger Clemens points out, poses significant challenges for food and beverage manufacturers. Clemens, who serves as the associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, has over four decades of experience in the food and beverage industry. He has also engaged with consumers in less affluent regions, finding the U.S. market to be particularly demanding. “The U.S. population is elitist,” he stated in an interview with Food Dive. “They want a product that is understandable, inexpensive, nutritious, beneficial, and safe. They want it all. It’s interesting that while they embrace technology in every aspect of life, they remain skeptical when it comes to their food. To me, that’s quite contradictory.”
As food technology has evolved, the quest for the ideal meal — coupled with regulators’ push for enhanced nutrition in processed foods — has resulted in an array of preservatives, colorings, flavorings, and other additives designed to make food appealing, affordable, and enjoyable. However, as the transparency movement gains momentum, U.S. consumers are scrutinizing their food more closely, leading to increased skepticism about these additives. Though many items on ingredient lists are harmless — and sometimes even natural — consumers are beginning to view chemical-sounding ingredients as potential red flags.
“Companies are becoming hesitant to include ingredients like dough conditioners,” noted Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, who works with numerous small startups in the organic and natural foods market. “Regulations mandate that if a dough conditioner is present in the ingredients list, it must be specified, often accompanied by a chemical name that doesn’t align with the clean image many brands strive for.” The functional benefits of some ingredients, such as emulsifiers that facilitate large-scale production, may not be understood by consumers. For instance, vitamin C is often listed as “ascorbic acid” on labels, and if consumers find the terminology confusing, they may choose not to purchase the product, which could be detrimental to a company’s profitability.
Experts assert that the path to achieving clean labels on food products is complex and fraught with challenges. Creating a product that meets consumers’ demands for healthiness, taste, and recognizable ingredients isn’t straightforward, yet it is a necessary undertaking for manufacturers catering to today’s consumers. “We seem to be in a continuous cycle of developing and updating our food offerings across all brands,” said Jonathan Davis, senior vice president for research and development at La Brea Bakery and Otis Spunkmeyer. “It feels like an endless process.”
While there is a consensus that clean labels are transforming the food industry, the precise definition of a clean label can vary widely among manufacturers. What one considers a clean label, another may view as a list that requires significant improvement. “Many people equate clean labels with healthiness,” remarked Justin Prochnow, an attorney focused on food regulations with Greenberg Traurig LLP. “However, the two concepts do not always overlap.”
At La Brea Bakery, part of the clean label initiative involved certifying all products as non-GMO. This commitment was made last year, and for the niche market La Brea serves, non-GMO certification is seen as a foundational requirement. In contrast, the transition to clean labels for Otis Spunkmeyer’s cookies and cakes has proven to be more complex. The sweets bakery has launched a “no funky stuff” initiative aimed at replacing artificial colors, flavors, and chemical sweeteners such as high fructose corn syrup with more natural alternatives. Given the variety of products offered, the reformulation process appears to be ongoing. Initially, the bakery focused on reformulating cookies before moving on to other items.
“It’s all about simplifying ingredient declarations,” Davis explained. “The goal is to streamline formulas while maintaining desirable sensory qualities. It seems like once you finalize one reformulation, you’re already back to tackling another.”
As Rogers primarily works with smaller startups — many of which began producing their natural and organic products in their own kitchens before scaling up — she highlights a significant challenge in reformulation as production volumes increase. To enhance large-scale production or improve shelf stability and freshness, some companies introduce ingredients like emulsifiers and conditioners that were not part of the original kitchen recipes. Others implement training programs to help their teams produce without chemicals, with varying degrees of success. “Sometimes training proves effective, while at other times, losses are too significant, leading to the need for alternative formulations,” she noted. “In such cases, companies may resort to natural products or alternatives that might not have been their first choice. Additionally, there are processing aids available that can be eliminated from the final product, which won’t appear on labels but may facilitate production.”
With consumers dedicating more time to reading labels, they are becoming increasingly informed about what they consume. Yet, Clemens argues that this knowledge is often incomplete. He is aware of many individuals — even those in the scientific community — who rely on “Dr. Google” for information about food rather than seeking credible sources. “I have urged many of my clients that education and effective communication are critical,” he said. “However, the challenge lies in the fact that general consumers often trust non-credentialed individuals more than those with credentials. Unfortunately, this leads to widespread skepticism towards anyone and everyone. Even organizations like the International Food Information Council, which strives to provide clear, evidence-based information, face suspicion from consumers who question their trustworthiness.”
Consumers often seek products with straightforward labels that avoid chemical-sounding names. However, achieving this is not always feasible, even with ingredients derived from nature, Clemens explained. The FDA has stringent labeling requirements that dictate how various items must be presented on food labels, and natural ingredients must undergo rigorous testing to ensure their safety. For instance, a harmless ingredient like grape skins can yield potent chemicals when concentrated into an extract. Consequently, ingredient labels can make natural ingredients appear less appealing. Names of naturally occurring chemicals extracted from fruits and vegetables may appear on labels, and some ingredients may not undergo full FDA reviews and are labeled as “additives.”
Davis has observed that consumers typically have high expectations. As ingredient labels evolve, he has received inquiries from consumers regarding the components added to flour and its enrichment process. While he has encountered more questions than complaints, he notes that for labels to change, consumers must be willing to adapt their preferences for certain products. Natural colors are generally less vibrant than artificial ones, and removing additives can impact texture. Lowering sugar and salt content alters taste.
Clemens illustrated this with the example of strawberry ice cream. Consumers typically envision bright pink scoops that are sweet with a strong berry flavor. However, clean label strawberry ice cream tends to be white or pale pink due to the absence of artificial dyes. This color and the more subtle berry flavor may lead manufacturers to consider increasing the berry content, which would necessitate additional emulsifiers. Manufacturers then face the challenge of finding emulsifiers that consumers will accept, avoiding names that sound overly chemical. “The reality is, the food supply will evolve, and consumer perceptions of strawberry ice cream will have to change,” Clemens asserted. “The question remains: Will they accept an ice cream that is white? I believe the answer will be yes.”
Prochnow acknowledged that while there are clean-label products with appealing tastes, some reformulations focus more on the ingredient list than on actual taste, often neglecting consumer preferences. “It surprises me how frequently companies overlook taste,” Prochnow said. “They emphasize the quality of the ingredients, but if the product is barely palatable, consumers won’t return for more.”
The push to reduce sugar has driven many manufacturers to incorporate more stevia and other natural sweeteners, which do not replicate the same flavor. For Otis Spunkmeyer and La Brea Bakery, sweeteners themselves have not posed significant challenges. Instead, Davis highlighted that ingredient suppliers — many of whom may resist changing their processes or sources — present larger obstacles. “The most significant hurdle we encounter is finding the right ingredients and partners for these large initiatives,” he said. “Sometimes, existing suppliers are so entrenched in their methods that they are reluctant to engage in new projects.”
Davis has experienced mixed results with suppliers. Some have been more willing to adapt due to the broader clean label movement. As other manufacturers transition to cleaner labels, some suppliers for Otis Spunkmeyer have welcomed the impetus for change. Conversely, Davis has encountered more resistance from suppliers for La Brea Bakery. Some have been unwilling to make necessary adjustments, prompting him to seek alternative suppliers who can provide non-GMO products in the required quantities and frequencies. The most significant obstacle has been sourcing cheese for certain breads. To achieve non-GMO certification, the dairy cows must consume non-GMO feed. Although the bakery has identified a new cheese supplier, the cheese has yet to be integrated into products as it must first age. Once utilized, Davis anticipates that the finished product will likely appear and taste distinctively different.
Refining product labels can also entail unexpected complexities. As Davis reformulated Otis Spunkmeyer products, he needed to ensure that both the margarine and the beta carotene used were sourced naturally. Clemens emphasized that while the clean label movement gains traction and online advocacy against processed foods intensifies, a crucial point can be overlooked: “Food processing is essential for safety and for maintaining nutritional value,” he stated. “If we prioritize clean labels at the expense of safety and nutritional value, we may inadvertently foster a generation of nutritional deficiencies.” Items like flour and cereal products have historically had vitamins and minerals added to improve health outcomes, and such deficiencies have not been seen in generations since the fortification movement began.
Both Davis and Rogers noted that as more manufacturers embrace clean labels, it is becoming easier for those undergoing reformulation. “We are continually improving,” Davis remarked. “Once we have the right tools at our disposal — such as approved natural colors and flavors ready for use — it becomes a matter of making adjustments rather than starting from scratch. For instance, vanilla extract can now be effectively incorporated into various products, as we have learned it works well.”
In this evolving landscape, products like liquid calcium citrate supplements are also adapting to meet consumer demands for clean labels, ensuring that they are both effective and free from undesirable additives. As the industry moves forward, these supplements, along with many other products, will continue to reflect the growing consumer preference for clarity and quality in what they consume.