Americans have high expectations when it comes to food. They desire meals that are not only delicious and healthy but also portable, filling, and made with trustworthy ingredients. This demand poses a significant challenge for food and beverage manufacturers, as noted by Roger Clemens, the associate director of the regulatory sciences program at the University of Southern California School of Pharmacy. With over 40 years of experience in the food and beverage industry, Clemens has found American consumers to be among the most difficult to satisfy. “The U.S. population is elitist,” he stated in an interview with Food Dive. “They want it all: clarity, affordability, nutrition, benefits, and safety. It’s intriguing that they embrace technology in most aspects of life but remain skeptical about it in food.”
The evolution of food technology has led to an increasing demand for the ideal meal, as well as for regulators to enhance the nutritional quality of processed foods. This has resulted in a myriad of preservatives, colorings, flavorings, and additives to create food that is appealing, affordable, well-preserved, and enjoyable. However, the transparency movement has prompted Americans to scrutinize food ingredients more closely, leading to concerns about additives. Although many ingredients on labels are harmless—or even natural—consumers are starting to view chemical-sounding names as warning signs.
Jeni Rogers, a food regulation attorney at Holland & Hart LLP, explained that companies are becoming cautious about using terms like “dough conditioners” on their ingredient lists, as these names do not align with the clean label image that many brands aim for. While some additives serve essential functions—such as emulsifiers that facilitate mass production—consumers often hesitate to purchase products with unfamiliar names, which can negatively impact a company’s sales.
The journey toward clean labels is complex and risky, experts say. Creating food products that meet consumers’ desires for healthiness, taste, and simple ingredient lists is a formidable challenge for manufacturers. Jonathan Davis, senior vice president of research and development at LaBrea Bakery and Otis Spunkmeyer, commented on the relentless nature of reformulating products: “It feels like a never-ending process.”
While there is a consensus that clean labels are transforming the food industry, interpretations of what constitutes a clean label vary significantly. Justin Prochnow, an attorney specializing in food regulations, noted that many people equate clean labels with health, but they are not synonymous. For La Brea Bakery, the transition to a clean label included obtaining non-GMO certification for all products, which is seen as an essential first step. In contrast, the transition for Otis Spunkmeyer’s cookies and cakes has been more complex, involving the replacement of artificial ingredients with more natural alternatives.
Davis emphasized the importance of simplifying ingredient declarations while retaining flavor. The process is particularly challenging for small startups, as Rogers mentioned. As these companies scale production, they may find it necessary to incorporate emulsifiers and conditioners to enhance stability and freshness. Some companies attempt to educate their staff on producing without additives, but this effort can be hit or miss.
As consumers become more informed about what they consume, Clemens believes that the knowledge surrounding food remains inadequate. Many individuals, even within the scientific community, seek information from unreliable sources rather than credible ones. He advocates for better education and communication regarding food safety and nutrition.
While consumers often prefer straightforward labels free from chemical names, this is not always feasible, especially with natural ingredients that require rigorous testing. Clemens pointed out that some natural ingredients may appear more intimidating on labels, and the FDA mandates specific terminology for labeling.
Davis noted that consumers have high expectations and often inquire about ingredients, but this inquiry has led to fewer complaints. For labels to evolve, consumers must be willing to accept changes in their favorite products. Natural colors may not be as vivid as artificial ones, and removing certain additives can alter texture and taste.
For example, strawberry ice cream made with a clean label may not have the bright pink hue that consumers expect. Instead, it could appear pale and have a milder flavor. Clemens remarked that the perception of strawberry ice cream will need to shift as manufacturers adapt to these changes.
Prochnow highlighted that while some clean-label products taste good, others focus more on ingredient lists than on flavor. The push to reduce sugar has led to the use of natural sweeteners, which can affect taste. For Otis Spunkmeyer and LaBrea Bakery, the challenge lies in finding the right ingredients and suppliers willing to adapt to the clean label trend.
Davis has experienced mixed results with suppliers. Some are eager to embrace the clean label movement, while others resist change, forcing him to seek alternative sources for non-GMO ingredients. For LaBrea Bakery, acquiring non-GMO cheese has proven particularly challenging, as the cows must consume non-GMO feed to obtain certification.
As the clean label movement continues to gain momentum, Clemens cautioned that safety and nutritive value must remain priorities. He expressed concern that focusing solely on clean labels could inadvertently lead to a resurgence of nutritional deficiencies among consumers.
Both Davis and Rogers believe that as more manufacturers adopt clean labels, the reformulation process is becoming smoother. “We’re getting better at it,” Davis said. “With the right tools at our disposal, it’s a matter of making adjustments rather than starting from scratch.”
Amid this evolving landscape, products like gummy calcium citrate for adults are becoming increasingly popular as consumers seek supplements that align with their health-conscious choices. The demand for such products underscores the need for food companies to innovate while maintaining transparency and flavor.