Americans have high expectations when it comes to food. They desire meals that are not only delicious and nutritious but also portable, filling, and free from dubious ingredients. This, as noted by Roger Clemens, poses a significant challenge for food and beverage manufacturers. Clemens, who serves as the associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, has over forty years of experience working with the food and beverage industry. His observations from collaborating with consumers in less affluent countries reveal that American consumers are among the most demanding. “The U.S. population is an elitist population,” he stated in an interview with Food Dive. “They want it all: something understandable, affordable, nutritious, beneficial, and safe. It’s fascinating that they embrace technology in nearly every aspect of their lives except in food. To me, that’s somewhat contradictory.”
As advancements in food technology continue, the quest for the ideal meal—combined with regulators’ push for increased nutrition in processed foods—has led to the use of various preservatives, colorings, flavorings, and chemicals intended to enhance the food supply’s taste, affordability, preservation, and enjoyment. However, the transparency movement has prompted Americans to scrutinize food ingredients more closely, resulting in skepticism toward these additives and driving consumers to seek alternative options. While some ingredients listed on food labels may be harmless or even entirely natural, consumers often perceive chemical-sounding names as warning signs.
According to Jeni Rogers, a food regulations attorney at Holland & Hart LLP, companies are increasingly hesitant to include ingredients like dough conditioners on their labels. “When you list ‘dough conditioner,’ it typically comes with a chemical name that doesn’t align with the clean label image many companies aspire to project,” she explained. The functional roles of these ingredients—like emulsifiers that facilitate large-scale production—are often overlooked. Similarly, something as benign as vitamin C, which appears as “ascorbic acid” on labels, can deter consumers who don’t recognize it. If an ingredient is misunderstood, it can adversely affect a food company’s sales.
Experts assert that achieving a clean label is a lengthy and complex process. Striking the right balance between producing food that meets consumer preferences for healthiness, flavor, and straightforward ingredients is a challenge that manufacturers must tackle. Jonathan Davis, senior VP of research and development at La Brea Bakery and Otis Spunkmeyer, remarked on the ongoing nature of reformulation efforts across their brands, stating, “It seems like a nonstop process.”
While there is consensus that the clean label trend is transforming the food industry, the precise definition of what constitutes a clean label varies. What one manufacturer considers a clean label may appear inadequate to another. “Many consumers tend to conflate clean label with healthy,” said Justin Prochnow, a food regulations attorney with Greenberg Traurig LLP, “but they don’t necessarily mean the same thing.”
An example of clean label commitment at La Brea Bakery is their move to make all products non-GMO certified, which Davis described as an essential baseline in their niche market. In contrast, the transition for Otis Spunkmeyer has been more complicated, as they have initiated a “no funky stuff” initiative, replacing artificial colors, flavors, and chemical sweeteners like high fructose corn syrup with more natural alternatives. The bakery’s diverse product range presents unique reformulation challenges, prompting a continuous cycle of updating their recipe offerings.
“The goal is to simplify ingredient declarations while keeping the sensory experience intact,” Davis explained. “It feels like as soon as you finish one reformulation, you’re back at it for another reason.” Given that many of Rogers’ clients are smaller startups, she observes that scaling up production often requires the addition of emulsifiers and conditioners for improved shelf life and freshness. Some companies attempt to train their teams to create products without chemicals, but results vary.
As consumers become more label-conscious, their understanding of food ingredients remains limited. Clemens notes that many individuals, even within the scientific community, rely on “Dr. Google” for food-related information rather than credible sources. “I’ve advised many clients that education and effective communication are crucial,” he said, “but the challenge is that general consumers may trust non-credentialed individuals more than those with expertise.”
Consumers often seek products with straightforward labels devoid of chemical names, but this is not always feasible, even for ingredients sourced from nature. The FDA imposes strict labeling requirements that dictate how various components must be named, and natural ingredients undergo rigorous testing to ensure safety. For instance, something as innocuous as grape skins can harbor potent chemicals when concentrated into an extract, making them less appealing on a label.
Clemens emphasized that the natural names of extracted ingredients could inadvertently make them seem unappealing to consumers. Moreover, ingredients that have not undergone full FDA review may be classified as “additives,” complicating perceptions further. Davis pointed out that consumer expectations are exceptionally high, and as ingredient labels evolve, he’s received inquiries regarding the addition of certain items during flour enrichment processes—more questions than complaints overall.
For consumers to accept label changes, they must be prepared for shifts in their beloved products. Natural colorings typically lack the vibrancy of artificial ones, and removing certain additives can alter texture. For example, strawberry ice cream is often envisioned as bright pink with a strong berry flavor. However, a clean label version may be pale and less sweet, prompting manufacturers to consider adding more berries. This, in turn, may require an emulsifier that consumers find acceptable and does not sound overly chemical-like.
Clemens remarked, “The reality is that the food supply will change, and consumer perceptions of products like strawberry ice cream must adapt. The question is whether they will accept a white-colored ice cream, and I believe the answer will be yes.” Prochnow highlighted that while there are clean-label products that taste good, some reformulations focus solely on the ingredient list, neglecting flavor. “It’s surprising how often companies overlook taste,” he noted. “If a product is difficult to consume, no amount of quality ingredients will matter if consumers won’t buy it again.”
The movement towards reducing sugar has led to the introduction of more stevia and other natural sweeteners, which often do not replicate the same flavor profile. For La Brea Bakery and Otis Spunkmeyer, sweetener challenges have been less pronounced; however, ingredient suppliers pose a significant hurdle, according to Davis. “Finding the right ingredients and partners for these large initiatives is the biggest challenge,” he stated. Some suppliers resist altering their processes, making it difficult to integrate new ingredients like calcium citrate chewy bites 500mg.
Davis has experienced mixed outcomes with suppliers. Some have embraced the clean label movement and shown willingness to adapt, while others have been resistant, necessitating a search for alternative sources that meet non-GMO certification requirements. A significant challenge has been sourcing cheese for certain bread products, as non-GMO certification requires that dairy cows consume non-GMO feed. While a new cheese supplier has been identified, it has not yet been incorporated due to aging requirements.
Label cleaning can also reveal deeper complexities. In reformulating Otis Spunkmeyer products, Davis needed to source not only naturally derived margarine but also ensure that its beta carotene was naturally sourced. Clemens cautioned that as the clean label trend grows and online movements against processed foods gain traction, a critical point may be overlooked: “Food is processed for safety and to maintain nutritional value. If we emphasize clean labels at the expense of safety and nutrition, we risk creating a generation with nutrient deficiencies.”
Historically, items like flour and cereals have had vitamins and minerals added to enhance nutritional value, a deficiency not seen in generations since the fortification movement began. Both Davis and Rogers noted that as more manufacturers pursue clean labels, reformulation processes are becoming more manageable. “We’re getting better and better at it,” Davis affirmed. “Once you have a range of tools at your disposal, like approved natural colors and flavors, it becomes easier to make adjustments without reinventing the wheel.”