Americans have high expectations when it comes to food. They seek meals that are delicious, nutritious, easily accessible, satisfying their hunger, and free from dubious ingredients. According to Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, this presents a significant challenge for food and beverage manufacturers. With over four decades of experience in the food sector and time spent in less affluent countries, Clemens finds U.S. consumers to be among the most demanding.
“The U.S. population is an elitist population,” he explained to Food Dive. “They want it all: something understandable, affordable, nutritious, beneficial, and safe. It’s intriguing that they embrace technology in every aspect of life except food, which seems contradictory.” As advancements in food technology progress, the desire for an ideal meal—alongside regulators’ aims to enhance nutrition in processed foods—has driven the creation of various preservatives, colorings, flavorings, and chemicals intended to make food appealing, budget-friendly, and shelf-stable.
However, as the transparency movement gains momentum, consumers are scrutinizing food labels more closely, leading to skepticism about additives. Although some ingredients might be harmless or even natural, many consumers now view chemical-sounding components as warning signs. “Companies are increasingly hesitant to include ingredients like dough conditioners,” said Jeni Rogers, a food regulations attorney at Holland & Hart LLP. Many of her clients are small startups in the organic and natural food market. “Regulations require that dough conditioners be explicitly labeled, often using chemical names that don’t align with the clean image that many companies aim for.”
The functional benefits of certain ingredients, such as emulsifiers that aid in large-scale production, can be overlooked. Even simple items like vitamin C listed as “ascorbic acid” may deter consumers who do not understand the terminology. This lack of understanding can impact a food company’s sales significantly. The process of achieving a clean label—where ingredient lists are simplified and free from complex terms—is lengthy and fraught with challenges, but it is essential for manufacturers to meet consumer demands.
Jonathan Davis, senior vice president of research and development at La Brea Bakery and Otis Spunkmeyer, reflected on the ongoing reformulation efforts. “We seem to be in a constant state of updating our products across all brands,” he told Food Dive. While many agree that clean labels are transforming the food industry, there is divergence in the definition of what constitutes a clean label.
For La Brea Bakery, the clean label initiative included obtaining non-GMO certification for all products, which Davis described as a baseline requirement in their niche market. In contrast, Otis Spunkmeyer’s transition to clean labels has required more extensive changes, including a “no funky stuff” policy that eliminates artificial colors, flavors, and chemical sweeteners like high fructose corn syrup in favor of more natural alternatives. This diverse product range makes reformulation a challenging and continuous task.
“We focus on simplifying ingredient declarations,” said Davis. “It’s about streamlining formulas while retaining sensory appeal. Yet, as soon as we finalize one reformulation, we find ourselves starting the process over again.” Rogers noted that for many smaller startups, as production scales up, the addition of emulsifiers and conditioners often becomes necessary for shelf stability and freshness. Some companies even implement training programs to help staff produce their items without additives, but success varies.
As consumers become more conscientious about their food choices, they often seek products with straightforward labels devoid of complex chemical names. Unfortunately, this can be difficult to achieve, given the stringent FDA labeling requirements and the rigorous safety testing natural ingredients must undergo. For instance, ingredients derived from natural sources, such as calcium citrate, may sound intimidating on labels despite being beneficial.
Clemens emphasized that the knowledge consumers possess about food is often incomplete. Many individuals, including those in the scientific community, may rely on sources like “Dr. Google” rather than reputable information. “Education and effective communication are crucial,” he stated. “However, consumers tend to trust non-experts more than qualified professionals. The mistrust is widespread, even towards credible organizations.”
As consumers increasingly read labels, they are becoming more aware of what they consume. Yet, Clemens cautioned that this awareness can lead to misconceptions. Names of naturally extracted chemicals may seem unappealing, and without complete FDA reviews, some ingredients might be labeled as “additives.” Davis noted that consumer expectations are extraordinarily high, with many inquiries regarding flour enrichment processes.
For labels to evolve, consumers must be open to changes in their favorite products. Natural colors may not be as vibrant, and reducing sugar or salt can alter taste. Clemens offered the example of strawberry ice cream; while consumers envision bright pink scoops, a clean label version would be more pale in color without artificial dyes.
Prochnow noted that while there are clean-label products that taste good, some reformulated products prioritize ingredient lists over flavor. “It’s surprising how often companies overlook taste,” he remarked. “They focus on the ingredients but forget that if the product isn’t enjoyable, consumers won’t come back.” The push to reduce sugar has often resulted in the adoption of natural sweeteners that may not deliver the same taste experience.
For Davis, ingredient sourcing poses significant challenges, particularly when suppliers are resistant to change. “Finding the right ingredients and partners for these initiatives is the biggest hurdle,” he shared. Despite some suppliers being more amenable due to the clean label trend, others remain entrenched in their practices, complicating reformulation efforts.
Clean label initiatives can also reveal deeper complexities. Davis discovered that while sourcing a naturally sourced margarine, he also needed to ensure that the beta carotene was naturally derived. As the clean label movement gains traction, it is vital to remember that food processing serves to enhance safety and nutritional value. Clemens warned of the potential risks of neglecting this aspect, suggesting it could lead to a resurgence of nutritional deficiencies.
Davis and Rogers both acknowledged that as more manufacturers embrace clean labels, reformulation is becoming increasingly feasible. “We’re improving continuously,” Davis noted. “Once we have a range of approved natural colors and flavors, tweaking recipes becomes easier. Vanilla extract, for example, can now be applied across various products, simplifying the process.” As consumers become more discerning, the demand for clean labels will likely shape the future of food products, including those enriched with essential nutrients like calcium citrate.