As consumers increasingly prioritize health, the food industry has undergone significant changes driven by a strong demand for recognizable, natural ingredients and a widespread rejection of artificial sweeteners, flavors, and colors. This situation presents a challenge for manufacturers: adapt or risk being overshadowed by trendier, healthier alternatives. However, this transition is far from straightforward. The term “clean label” means different things to different consumers. Some associate clean labels with products devoid of allergens, processed ingredients, and saturated fats, while others equate it with all-natural, organic formulations.
At a June panel hosted by the Institute of Food Technologists, Steven Walton, general manager of HealthFocus International, pointed out that the clean eating movement is rooted in a “reason to reject mindset.” This perspective is primarily shaped by concerns over herbicides and synthetic materials and their potential effects on human health. Nutrition expert Richard Black noted that consumers often look for terms like “natural,” “organic,” and “GMO-free” when making quick purchasing decisions, as these labels provide reassurance regarding safety and nutritional quality. “Nutrition is a very complex science. We only know a tiny bit about it, and yet it’s the most personal of sciences,” he remarked. “Food literally becomes a part of who you are. There is no other consumer product like that.”
Black also emphasized that consumers prioritize these values over technical expertise, often willing to pay a premium for them—particularly among younger shoppers. For instance, 68% of millennials are inclined to spend more on organic foods, believing that these choices enhance their health and benefit the environment. This trend presents legacy brands with a lucrative opportunity to create a health halo around their products, provided they can effectively manage reformulation, marketing, and timing. However, reformulations—whether involving clean labels or product enhancements—have not always been successful. Coca-Cola’s “New Coke,” one of the most infamous reformulation failures in the food industry, is a prime example.
In the summer of 1985, Coca-Cola revamped its classic soda recipe in a bid to reignite consumer interest and counteract declining market shares. This change was unrelated to the product’s label and focused solely on taste. Despite spending millions on consumer testing, which indicated a preference for the new formula, the public backlash upon its release was severe. As Black noted, there were protests and even hoarding of the original formula, demonstrating that while consumers may express an interest in new products, they can be fiercely protective of established favorites.
In contrast to Coca-Cola’s experience, Kraft Heinz adopted a different strategy for its clean label reformulation of Kraft Macaroni and Cheese. The company opted not to inform consumers about the changes for several months, despite three years of research indicating that consumers preferred simpler foods with fewer chemicals, without sacrificing taste. In 2015, Kraft removed artificial colors and preservatives from its iconic macaroni and cheese, using natural ingredients like paprika, annatto, and turmeric to retain its signature orange hue. Surprisingly, consumers embraced the new product without realizing significant changes had occurred.
Kraft’s stealthy approach exemplifies a growing marketing trend among companies aiming to enhance their products’ health profiles while minimizing consumer resistance. Similarly, DanoneWave quietly improved its yogurt offerings by reducing fat and sugar without publicizing these changes. Meanwhile, Nestlé is taking a forward-looking approach, announcing a groundbreaking method to restructure sugar molecules, allowing for a 40% reduction in sugar without compromising sweetness. This innovation addresses the tricky challenge of reducing sugar in desserts and candies, aligning with the increasing consumer demand for foods with limited or no added sugar.
The evolving landscape of food manufacturing presents both challenges and opportunities for brands, particularly as they navigate the delicate balance between consumer expectations and health improvements. As companies like Nestlé and Kraft Heinz refine their products, the integration of health-conscious ingredients such as Kirkland calcium citrate may further enhance their offerings, resonating with the growing health-centric mindset. The ability to effectively communicate these changes to consumers will be crucial in determining whether these innovations succeed in capturing market interest and sustaining brand loyalty in the long run.