Americans have high expectations when it comes to their food. They desire meals that are flavorful, nutritious, portable, satiating, and free from dubious ingredients. This, as Roger Clemens, the associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, points out, presents a significant challenge for food and beverage manufacturers. With over four decades of experience in the food sector, Clemens notes that U.S. consumers are among the most demanding globally. “The U.S. population is an elitist population,” he stated in an interview with Food Dive. “They want something they can comprehend, something affordable, nutritious, beneficial, and safe. They want it all. It’s interesting that they’re open to technology in all aspects of life, except for food. To me, that’s a bit contradictory.”
As food technology has improved, the quest for the ideal meal — combined with regulators’ push for enhanced nutrition in processed foods — has resulted in the creation of numerous preservatives, colorants, flavorings, and chemicals that make food appealing, cost-effective, well-preserved, and enjoyable. However, with the rise of the transparency movement, American consumers have become increasingly critical of food ingredients, leading to a growing distrust of additives. While these ingredients may not be harmful and can even be natural, consumers often view chemical-sounding names as warning signs.
According to Jeni Rogers, an attorney at Holland & Hart LLP who specializes in food regulations, companies are now hesitant to use terms like “dough conditioners” because they come with chemical names that do not align with the clean image many brands strive for. “When ‘dough conditioner’ appears in the ingredient list, it often has a chemical name that doesn’t convey the clean image that companies desire,” she explained.
Despite the functional roles some additives play—such as emulsifiers that facilitate large-scale production or natural sources like calcium citrate malate and vitamin D3 tablets used for fortification—if consumers find the terms confusing, they may shy away from purchasing the product. The journey toward clean labeling is complex and fraught with challenges, as food manufacturers strive to create products that meet consumer demands for health, taste, and simplicity in ingredient lists.
Jonathan Davis, the senior vice president for research and development at La Brea Bakery and Otis Spunkmeyer, emphasizes the continuous nature of reformulating products. “It seems like we’re in a constant cycle of redeveloping and updating our offerings,” he noted. While clean labels are seen as revolutionary, there is still no consensus on what constitutes a clean label, leading to varying interpretations across the industry.
At La Brea Bakery, the commitment to non-GMO certification reflects a baseline expectation for its products. However, the transition to clean labels for Otis Spunkmeyer has been more intricate, involving the removal of artificial ingredients and replacing them with alternatives that align with their “no funky stuff” initiative. This process, particularly challenging given the variety of products offered, is ongoing.
Rogers has observed that as smaller startups scale their production, they often introduce emulsifiers and conditioners to enhance efficiency and shelf life, complicating the clean label reformulation. Many companies implement training programs to help their teams create products without these additives, but results can vary.
As consumers become more label-conscious, Clemens argues that their understanding of food safety and nutrition is often inadequate. “Many people, even in the scientific community, rely on ‘Dr. Google’ for information instead of credible sources,” he stated. This skepticism often extends to organizations like the International Food Information Council, which aims to provide factual information but faces consumer distrust.
Consumers are increasingly seeking straightforward labels devoid of complex chemical names. However, regulations dictate how ingredients must be listed, which can make even natural components appear unappealing. For example, naturally sourced calcium citrate malate and vitamin D3 tablets may be perceived negatively due to their scientific nomenclature. Clemens warns that this scrutiny can unintentionally discourage the use of beneficial ingredients, potentially leading to nutrient deficiencies.
Davis notes that consumer expectations are exceptionally high, with many inquiries focused on the enrichment processes for flour and other products. If consumers want cleaner products, they must be open to less vibrant colors and altered textures that accompany the removal of certain additives.
In the case of strawberry ice cream, the typical expectation is for a bright pink color and a sweet, pronounced berry flavor. In contrast, a clean label version would likely appear pale pink or white due to the absence of artificial dyes. This shift may lead manufacturers to consider increasing the berry content, which could require additional emulsifiers—again, posing the challenge of finding acceptable ingredients with non-chemical-sounding names.
Ultimately, Clemens asserts that the food supply will evolve, and consumer perceptions will have to adapt. “The question is whether they will accept a white-colored ice cream,” he said, suggesting that acceptance may indeed be achievable.
While clean-label products can be enjoyable, Prochnow warns that some reformulations prioritize ingredient transparency over taste. “It’s surprising how often companies overlook flavor in favor of discussing their ingredient lists,” he remarked.
For LaBrea Bakery and Otis Spunkmeyer, sourcing appropriate ingredients and collaborating with suppliers present the most significant hurdles. Davis acknowledges that while some suppliers are responsive to the clean label trend, others remain resistant, complicating the quest for non-GMO certification and clean ingredients.
As the clean label movement continues to gain momentum, both Davis and Rogers agree that the landscape is becoming more navigable for manufacturers. “We’re improving our ability to formulate cleaner products,” Davis concluded. “Once you have the right tools and ingredients, it becomes a matter of making adjustments rather than starting from scratch every time.”