Americans have high expectations when it comes to food. They desire meals that are delicious, nutritious, portable, filling, and made from ingredients that are not dubious. 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 and beverage industry and having interacted with consumers in less affluent nations, Clemens finds U.S. consumers particularly demanding. “The U.S. population is an elitist population,” he shared with Food Dive. “They want something they can comprehend, they want affordability, they want nutrition, they want benefits, and they want safety. They want it all. It’s fascinating that while they embrace technology in various aspects of life, they resist it in food,” he noted, calling this contradiction an oxymoron.
As advancements in food technology occur, the quest for an ideal meal—coupled with regulators’ push for enhanced nutrition in processed foods—has led to the creation of numerous preservatives, colorings, flavorings, and chemicals aimed at making food tasty, affordable, well-preserved, and enjoyable. However, with the rise of the transparency movement, American consumers are scrutinizing food labels more closely, leading to increased skepticism about these additives. Even if some ingredients are harmless or entirely natural, consumers are increasingly wary of anything that sounds chemical. Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, remarked that companies are hesitant to include items like dough conditioners in their ingredient lists because these terms can deter consumers who prefer a clean label.
The perception that certain ingredients, such as tab citrate 1000 mg, carry negative connotations can significantly impact consumer purchasing decisions. Many consumers may not understand that some of these additives serve essential functions, like emulsifiers that facilitate the production of large quantities of a product. If ingredients are perceived as too complex or chemical-sounding, consumers may choose not to buy them, which could harm a food company’s financial performance.
Experts argue that achieving a clean label is a challenging and risky journey. Meeting consumers’ demands for food that is healthy, tasty, and made from comprehensible ingredients is not straightforward, but it is essential for manufacturers in today’s market. Jonathan Davis, senior vice president for research and development at La Brea Bakery and Otis Spunkmeyer, commented on the continuous effort to adapt their products: “It feels like we are always redeveloping and updating foods across our brands. It’s a relentless process.”
While many agree that clean labels are transforming the food industry, opinions vary on what constitutes a clean label. What one manufacturer sees as a clean label, another may regard as needing significant improvement. Justin Prochnow, an attorney with Greenberg Traurig LLP, highlighted the confusion surrounding clean labels and health, stating, “Many people believe clean label and healthy are interchangeable, but they don’t always mean the same thing.”
At La Brea Bakery, the commitment to clean labels includes ensuring all products are non-GMO certified, a crucial standard for the brand. However, the transition to clean labels for Otis Spunkmeyer cookies and cakes has been more complex. Their “no funky stuff” initiative aims to eliminate artificial colors, flavors, and chemical sweeteners like high fructose corn syrup. Davis noted that the variety of products offered complicates reformulation efforts, as they began by revamping cookies and then moved on to other items.
Simplifying ingredient lists is key to this process, as Davis explained, “It’s about simplifying the ingredient declarations while maintaining sensory quality.” For startups that began making natural and organic products in their kitchens, the challenge becomes even greater as production scales up. Ingredients like emulsifiers and conditioners may be added for efficiency, and companies often face difficulties in training staff to avoid these additives.
As consumers become more label-conscious, they are seeking to understand what they consume, but Clemens believes that their knowledge is often limited. Many rely on unreliable sources online for food information rather than credible experts. “Education and effective communication are vital,” he stated. However, consumers frequently trust non-experts over those with credentials, leading to skepticism even toward reputable organizations.
Clemens pointed out that consumers often desire straightforward labels, void of chemical-sounding names, but this can be challenging due to strict FDA labeling requirements. Natural ingredients undergo thorough testing, as even benign items like grape skins can become potent when concentrated. Thus, labels can sometimes make natural ingredients appear less appealing.
Davis observed that consumers have high expectations, often questioning ingredient additions in flour and other products. For labels to evolve, consumers must be ready to accept changes in their favorite items. Natural colors may lack the vibrancy of artificial ones, and modifying or removing additives can alter texture and taste.
He used strawberry ice cream as an example, noting that while consumers envision bright pink scoops with intense berry flavor, clean label versions may appear white or pale pink without dyes. This may prompt manufacturers to add more berries, which could necessitate additional emulsifiers that need to be consumer-friendly in name.
Prochnow acknowledged that while there are tasty clean-label products, some reformulations seem more focused on ingredient lists than on palatability. “It’s surprising how often companies overlook taste,” he remarked, emphasizing that a product’s flavor must be considered alongside its ingredients.
For companies like Otis Spunkmeyer and La Brea Bakery, the challenge lies not only in reformulating products but also in finding the right ingredient suppliers willing to adapt to clean label initiatives. Davis identified supplier cooperation as a significant hurdle, noting that some suppliers are resistant to change, while others are more receptive due to the broader movement toward cleaner labels.
Clemens cautioned that while the clean label trend is beneficial, it could inadvertently lead to nutrient deficiencies if manufacturers prioritize safety and simplicity over nutritive value. Fortification of staples like flour and cereal has historically prevented such deficiencies, but this could change if the focus shifts too far toward clean labels.
As the movement toward clean labels continues, both Davis and Rogers agree that it is becoming easier for manufacturers to reformulate their products. “We’re getting better at it,” Davis concluded, indicating that having a range of approved natural colors and flavors simplifies the process of product development. With ongoing advancements and consumer acceptance, the food industry is likely to see significant changes in how products are formulated and labeled, incorporating elements like tab citrate 1000 mg more seamlessly into the conversation about health and safety.