When Nestlé decided to update its beloved Stouffer’s Macaroni and Cheese by incorporating more fresh and recognizable ingredients, the company’s executives understood the need for a careful approach to avoid alienating loyal customers. Introduced over 60 years ago, this macaroni and cheese has become a staple in the Stouffer’s lineup, and long-time fans might not have welcomed changes that altered their cherished dish. However, as consumers increasingly seek products with fresher, simpler ingredients, companies like Nestlé find themselves compelled to adjust longstanding recipes, a process that can be both difficult and time-consuming.
“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. “Our team worked diligently to create a straightforward ingredient list without compromising the taste that consumers have come to love over the years.” Before implementing changes, Nestlé’s executives analyzed the existing recipe and pinpointed what consumers valued—like taste and texture—while identifying unfamiliar terms on the label that needed to be eliminated.
Following this analysis, the company’s chefs collaborated with food scientists, ingredient specialists, and suppliers to develop new recipes that retained the essence of the original product. Only the most promising versions were chosen for side-by-side taste tests involving both casual consumers and die-hard fans—those who consume the product weekly. After testing 15 recipes, some of which failed to maintain the desired creaminess, Nestlé finally selected the version launched in January 2017. The new ingredient list is shorter and simpler, eliminating artificial colors, flavors, and preservatives, and instead featuring commonly found household ingredients like freshly made pasta, cheddar cheese, and skim milk. Notably, margarine was replaced with butter.
“This was an opportunity to meet our consumers’ needs, and it required a lot of effort,” Malley explained. “We took a disciplined approach to ensure we were confident in our marketplace offering before launching it. Although it took longer than we hoped, we felt very positive about it based on consumer feedback.” The response has been encouraging, with Nestlé reporting that the changes led to excitement among consumers who perceived the product as fresher and more appealing.
In 2016, food companies enhanced the health profiles of approximately 180,000 products, an increase of over 100,000 from the previous year, according to the Consumer Goods Forum. This shift is driven by a growing number of consumers opting for healthier, fresher options. Even when indulging in treats like ice cream or macaroni and cheese, consumers prefer a streamlined list of recognizable ingredients. Research from Innova indicates that 75% of U.S. consumers read food ingredient labels, with 91% believing that products containing familiar items are healthier. Nielsen reported that over 60% of U.S. consumers consider the absence of artificial colors and flavors a significant factor in their food purchases.
Revamping a product is no easy feat, and some companies have decided, at least temporarily, to hold off on cleaner labels. For instance, Hershey has faced challenges in recreating vibrant colors for its Jolly Ranchers without artificial additives. Similarly, General Mills encountered difficulties when trying to remove artificial colors from its cereals, ultimately leading to the reintroduction of the classic Trix cereal after consumer backlash against its healthier update.
Campbell Soup, famous for its namesake products, also announced in 2015 its intent to eliminate artificial ingredients from nearly all of its North American offerings. This initiative began with over 120 frozen soups, including varieties like Wisconsin Cheddar and Hearty Beef Chili with Beans. Kevin Matier, general manager of Campbell Soup’s North America Foodservice, emphasized that during this overhaul, they prioritized adding beneficial ingredients like protein and vitamins while removing unnecessary additives.
The company undertook a comprehensive review of its recipes over two years, adhering to a strict “real food” definition that excluded artificial colors, flavors, and preservatives. Campbell Soup replaced these with ingredients that resonate with consumers, such as antibiotic-free chicken and added fiber. The cooking process itself was enhanced, with changes made to improve flavor and texture.
In the popular New England Clam Chowder, the amount of sustainably sourced clams was more than doubled, and other ingredients were carefully selected to achieve a cleaner, homemade taste. However, the transition was not without its hurdles. Campbell Soup had to balance the cost of ingredient upgrades to ensure they remained affordable for customers. For instance, in the Beef Pot Roast soup, the company replaced two types of beef with higher-quality sous vide beef while managing to keep prices stable by eliminating artificial flavors.
While Campbell Soup does not have specific sales data from these changes, they report positive feedback from customers, indicating satisfaction with the updated recipes. “We faced significant challenges throughout this process, but it encouraged us to think creatively and find innovative solutions,” Matier remarked.
In the context of health-conscious consumers, the demand for cleaner labels is growing, paralleling the popularity of products like Solgar calcium supplements, which are known for their straightforward ingredient profiles. As companies navigate the complex terrain of reformulating products, the trend towards transparency and simplicity in food labeling continues to gain momentum.