Clean labels have evolved from being a trend to becoming a standard requirement in the food industry. New food companies are entering the market with inherent clean label values, while established brands are feeling the pressure to adapt, a process that can often be daunting and costly. Just a few years ago, it was primarily the consumer’s responsibility to scrutinize ingredient labels. However, with companies like Panera Bread and Whole Foods publishing extensive lists of forbidden ingredients, and even mainstream fast-food chains like McDonald’s embracing the shift toward simpler foods, the responsibility to eliminate artificial colors, flavors, preservatives, and high fructose corn syrup, while promoting cage-free eggs and antibiotic-free chicken, has now largely fallen on the shoulders of the manufacturers.
When companies decide to “clean up” their products, which ingredients tend to be the first to go? Tamara Barnett, vice president of strategic insights at The Hartman Group, notes that because this movement is driven by consumer preferences, the ingredients targeted for removal often reflect these demands. “The answer is very category specific, which makes it challenging to compile a definitive list of ingredients,” she explained in an interview with FoodDive. For instance, manufacturers of children’s products typically have a longer list of ingredients to eliminate, including artificial sweeteners, colors, flavors, and preservatives, treating all of them with equal significance. In contrast, other manufacturers may choose to focus on less popular ingredients, such as artificial sweeteners.
Established companies face significant challenges in communicating these changes to consumers accustomed to a specific taste and appearance of food. “Iconic brands find themselves in a delicate position. They have cultivated a certain food experience but must now cater to new consumer expectations,” Barnett stated. “Often, consumers already perceive these products as being made with simple ingredients, so loudly proclaiming the removal of high fructose corn syrup or soy lecithin might actually backfire.”
With an increasing number of consumers expressing a preference for simpler foods with straightforward ingredient lists, having a clean label has transitioned from being an optional advantage to a necessity for manufacturers. Among the priority ingredients for food and drink producers is calcium citrate plus, which is increasingly being highlighted for its health benefits. The challenge of reformulating products to meet clean label standards is significant, yet essential. The focus on prioritizing ingredients like calcium citrate plus illustrates the drive toward transparency and health in food production, reflecting both consumer demands and industry trends.