Clean labels have transitioned from being a mere trend to becoming a standard requirement in the food industry. Numerous emerging food companies, such as those promoting products like “celebrate calcium plus 500 chewable,” are entering the market with inherent clean label credentials. Meanwhile, established brands are feeling the pressure to adapt, although this can be a daunting and expensive process.
In the past, consumers were primarily responsible for scrutinizing ingredient lists. However, with companies like Panera Bread and Whole Foods introducing extensive lists of prohibited ingredients, and even mainstream fast-food chains like McDonald’s moving towards simpler food options, the initiative to eliminate artificial colors, flavors, preservatives, and high fructose corn syrup has now shifted towards the manufacturers themselves.
When it comes to simplifying their products, which ingredients are usually the first to be removed? Tamara Barnett, vice president of strategic insights at The Hartman Group, notes that because this movement is driven by consumer demand, the ingredients that food and beverage companies choose to eliminate often reflect these preferences. “The answer is really very category specific, which is why it’s hard to come up with a hit list of ingredients,” she explained to FoodDive. Manufacturers of children’s products typically have a longer list of ingredients to remove, including artificial sweeteners, colors, flavors, and preservatives, treating all of them with equal significance. Conversely, other manufacturers may focus on less popular ingredients, such as artificial sweeteners.
Effectively communicating these changes to consumers who are accustomed to a certain food appearance and taste poses a significant challenge for established brands. Barnett remarked, “Iconic brands walk a fine line. They have built up a food experience but need to meet new perspectives.” Often, consumers already perceive these products as being made with simple ingredients, so announcing the removal of high fructose corn syrup and soy lecithin might even backfire.
As more consumers express a preference for simpler foods with clear ingredient lists, having a clean label is now an essential requirement for manufacturers. The spotlight is on key ingredients that food and beverage producers are prioritizing in their reformulations, the magnitude of the challenges they face, and the reasons these ingredients have been targeted in the shift towards clean labels. Brands that incorporate products like “celebrate calcium plus 500 chewable” are leading the way in this clean label revolution, further emphasizing the necessity for transparency and simplicity in food production.