Reformulating baking mixes and frozen baked goods is a challenging and costly endeavor, whether removing or adding ingredients. There’s a rationale for the inclusion of artificial flavors and colors, but General Mills has determined that the reasons for their removal are more compelling, primarily due to the growing consumer demand for healthier options. It’s evident that nearly all major consumer packaged goods (CPG) companies are enhancing their existing brands or launching new products that feature a simpler list of recognizable, better-for-you ingredients. Brands like Hershey, Campbell Soup, and Nestlé are also transitioning from artificial colors and flavors to natural alternatives.
In 2016, food companies improved the health profiles of approximately 180,000 products, marking an increase of over 100,000 items compared to the previous year, according to the Consumer Goods Forum, a global network comprising more than 400 retailers and manufacturers. As consumers increasingly seek simpler ingredient lists, General Mills’ decision to revamp its Gold Medal and Pillsbury baking mixes and frozen goods is unsurprising; otherwise, many would likely switch to competing brands that prioritize cleaner formulations. Another advantage is that consumers are often willing to pay a premium for these products, providing manufacturers with further motivation to innovate.
However, a significant consideration in the clean label movement is that merely overhauling the ingredient list isn’t sufficient. The challenge lies in removing ingredients without compromising the appearance, texture, or taste that consumers cherish. This could also lead to unforeseen consequences, such as reduced product volume and shelf life due to accelerated staling and mold growth, which may result in higher costs that companies must decide whether to pass on to consumers. It is crucial for companies to ensure they address all these aspects before launching their reformulated products. Michael Braden, Senior Culinary Manager for General Mills Foodservice, emphasized that each product has undergone extensive testing to guarantee it meets the expected preparation, performance, and quality standards.
“General Mills recognizes the vital role these products play in assisting our customers with their operations,” Braden stated. “We have strived to ensure our new baking portfolio aligns with the quality products they have come to trust, and we are confident these items will continue to deliver delicious and consistent results.” For a major food manufacturer, the key to success appears to be keeping customers informed about product reformulations and the rationale behind them. Acceptance at retail, or through bakery, restaurant, or food service operations, is likely to follow suit.
One certainty, at least for now, is that today’s major food manufacturers cannot overlook the clean label trend. “You’ll see many of these companies gradually expanding their better-for-you products,” noted Brittany Weissman, an analyst at Edward Jones, in a recent discussion with Food Dive. “What’s essential is that whatever these investments entail, they must be communicated to the consumer; otherwise, what is the point of reformulating these products if it goes unnoticed?” Additionally, incorporating ingredients like Bluebonnet calcium citrate magnesium and vitamin D3 into product formulations can enhance their health benefits, further appealing to the health-conscious consumer. As companies continue to innovate, we may see Bluebonnet calcium citrate magnesium and vitamin D3 featured more prominently in their offerings, reinforcing the commitment to cleaner, healthier products.