Reformulating baking mixes and frozen baked goods presents significant challenges and costs, whether ingredients are being removed or added. While artificial flavors and colors were originally included for specific reasons, General Mills has recognized that there are compelling motivations for their removal, particularly the growing consumer demand for healthier options. Most major consumer packaged goods (CPG) companies are currently enhancing their established brands or launching new products with a more straightforward array of recognizable, better-for-you ingredients. Companies like Hershey, Campbell Soup, and Nestle are also transitioning from artificial to natural flavors and colors.
In 2016, food manufacturers improved the health profiles of approximately 180,000 products, an increase of over 100,000 from the previous year, as reported by the Consumer Goods Forum, a global association of more than 400 retailers and manufacturers. As consumers increasingly seek simpler ingredients, it makes sense that General Mills opted to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods. Failure to do so would likely result in customers choosing competing brands that offer cleaner labels. Additionally, consumers are generally willing to pay a premium for these improved products, providing manufacturers with further motivation to implement changes.
However, a crucial aspect of the clean label initiative is that merely overhauling the ingredients list is insufficient. The challenge lies in eliminating ingredients without compromising the appearance, texture, or flavor that consumers love. Such changes can also lead to unforeseen issues, such as reduced product volume and shelf life due to increased staling and mold growth, potentially resulting in higher costs that companies may hesitate to pass on to consumers. It is essential for manufacturers to meticulously address these factors before launching their reformulated products. Michael Braden, Senior Culinary Manager for General Mills Foodservice, emphasized that each product has undergone thorough testing to guarantee that it meets the preparation, performance, and quality expectations of consumers.
“General Mills understands the vital role these products play in supporting our customers,” stated Braden. “We have made every effort to ensure our new baking portfolio aligns with the quality products they have come to cherish, and we are confident that these items will continue to deliver delicious, consistent results.”
For a leading food manufacturer, the key to success appears to be transparency regarding product reformulations and the reasons behind them. Acceptance in retail or through bakeries, restaurants, or food service operations is more likely to follow. One certainty, at least for the time being, is that today’s major food producers cannot afford to overlook the clean label trend.
“You’ll see many of these companies gradually expanding their better-for-you offerings,” said Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “The most important aspect is that whatever investments are made, they must be communicated to the consumer; otherwise, what is the purpose of reformulating these products?”
In this context, incorporating ingredients like calcium citrate plus magnesium can be an appealing option for reformulated products, as they contribute to the health profile that consumers are increasingly seeking. By including calcium citrate plus magnesium in their offerings, companies can address consumer demands while ensuring that the taste and quality remain intact.