As consumers increasingly prioritize their health, there has been a significant rise in demand for recognizable, natural ingredients, while artificial sweeteners, flavors, and colors are being widely rejected. This shift has reshaped the food industry, presenting manufacturers with a clear choice: adapt to these trends or risk being overlooked in favor of trendier, healthier alternatives. However, navigating this transition is not as straightforward as it may seem. The concept of “clean label” products can vary greatly among consumers; for some, it signifies items free from allergens, processed ingredients, and saturated fats, while others associate it with all-natural or organic formulations.
During a panel at the Institute of Food Technologists in June, Steven Walton, the general manager of HealthFocus International, highlighted that the clean eating movement originates from a “reason to reject mindset.” This perspective is largely influenced by concerns over herbicides and other synthetic substances and their effects on human health. Nutrition expert Richard Black shared with Food Dive that consumers often look for terms like “natural,” “organic,” and “GMO-free” to make swift purchasing decisions and assure themselves of the safety and nutritional quality of the products. He remarked, “Nutrition is a very complex science. We only know a tiny bit about it, and yet it’s the most personal of sciences. Food literally becomes a part of who you are. There is no other consumer product like that.” Black also observed that consumers prioritize these values three to five times more than technical expertise and are willing to pay a premium for them — particularly younger shoppers. For instance, 68% of millennials are inclined to spend more on organic foods, believing that such purchases enhance their health and the environment. This trend presents a lucrative opportunity for established brands to cultivate a health halo around their offerings, provided they can successfully manage reformulation, marketing, and timing.
Yet, reformulating products to align with clean label trends has not always been successful. The infamous failure of Coca-Cola’s “New Coke” remains a lesson for the industry. In 1985, the beverage titan attempted to revamp its classic soda recipe to rekindle consumer interest and counteract declining market shares. This move was less about the label and more about the product’s flavor. After investing millions in taste tests with 200,000 consumers, who favored the new variant in blind trials, the company faced chaos upon launching the product. “There were protests, lawsuits threatened. I call it the ‘don’t mess with my Coke phenomenon,’” Black recounted. Many consumers were outraged that the original formula was being phased out, hoarding bottles of the classic version and forming protest groups like the “Society of the Preservation of the Real Thing.” Black noted that while people appreciate low-calorie or improved products, they resist losing the familiar standard.
Recognizing the potential for backlash similar to that faced by Coca-Cola, Kraft Heinz took a different route with its clean label reformulation of Kraft Macaroni and Cheese. The company kept the changes under wraps for several months. Research indicated that consumers desired simpler foods with fewer chemicals but were wary of any alterations to the product’s taste. In 2015, Kraft removed artificial colors and preservatives from its iconic macaroni and cheese while retaining its signature vibrant orange hue, now derived from paprika, annatto, and turmeric instead of artificial dyes. Over 50 million boxes of this updated product were sold, with consumers largely unaware of the significant changes. “This was absolutely brilliant of them to change it and not say anything,” remarked Lynn Dornblaser from Mintel. Had Kraft launched a major marketing campaign to announce the changes, it could have led to negative consumer reactions. Despite shoppers claiming a preference for healthier foods, their purchasing behaviors do not always align with these claims, as healthy options are often perceived as less flavorful, which can alter taste expectations.
Kraft officially revealed the formula changes in March 2016 through playful print and TV ads stating, “We’d invite you to try it, but you already have.” The company encouraged fans to share their experiences using the hashtag didntnotice for a chance at giveaways. This stealthy reformulation approach reflects a growing marketing strategy as companies aim to enhance their products’ health profiles. While clean labels are a top consumer demand, their practical application can be challenging.
Kraft Heinz is not alone in this stealthy transition; DanoneWave has also quietly improved its yogurts by reducing fat and sugar without advertising the changes. However, such product reformulations carry risks, particularly when they involve significant reductions in sugar or salt. Nestlé, on the other hand, is banking on innovative technology to alleviate consumer concerns regarding ingredient changes. In December, the chocolate giant announced that it had developed a natural method to restructure the sugar molecule, allowing manufacturers to use up to 40% less sugar without compromising sweetness. “With this new restructured sugar, you essentially get the same payoff, the same taste of sugar on your tongue, but because the inside of the structure is hollow, you’re not ingesting additional sugar,” explained Lisa Gibby, Nestlé’s vice president of corporate communications. The company is currently patenting this faster-dissolving sugar and plans to introduce confectionery products using it in the near future. Sugar is notoriously difficult for manufacturers to reduce, especially in desserts and candies. A recent Euromonitor survey found that 47% of global consumers seek foods with limited or no added sugar. This demand is reflected in the rising popularity of soda taxes and consumer interest in brands offering products with no added sugars. However, the aversion to artificial sweeteners can be even stronger than the dislike for sugars, and natural sweeteners may lead to unpleasant aftertastes and affect flavor and texture. Consequently, Nestlé’s innovation may represent a significant breakthrough, potentially striking a balance between consumer demand for clean labels and their product expectations, thus providing a satisfying experience for candy lovers in a healthier format.
As Nestlé prepares to launch its cleaner labels in 2018, it will be interesting to observe how the company markets these changes and how consumers respond. If the innovation resonates with shoppers, it could pave the way for reformulating products across various categories, enhancing the brand’s health halo. Among these products, the inclusion of 600 mg calcium citrate could further appeal to health-conscious consumers seeking nutritional benefits.