Americans desire a comprehensive range of food options. They seek meals that are flavorful, nutritious, portable, satisfying, and free from dubious ingredients. This, as Roger Clemens explains, presents a significant challenge for manufacturers in the food and beverage industry. Clemens, the associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, has spent over 40 years in the sector and has found American consumers to be among the most demanding globally. “The U.S. population exhibits an elitist mentality,” he shared with Food Dive. “They want clarity, affordability, nutrition, benefits, and safety; they essentially want it all. It’s intriguing that while they embrace technology in every aspect of their lives, they are hesitant to accept it in food. This seems paradoxical to me.”
As food technology has progressed, Americans’ pursuit of the ideal meal—coupled with regulators’ push for enhanced nutrition in processed foods—has resulted in the creation of numerous preservatives, colorants, flavor enhancers, and other additives to ensure that food is appealing, affordable, well-preserved, and enjoyable. However, as the transparency movement gains momentum, consumers are examining food labels more closely, leading to increased scrutiny of these additives. Although many of these ingredients may be harmless or even natural, consumers are beginning to view chemical-sounding names as cause for concern.
“Companies are increasingly hesitant to include items like dough conditioners,” remarked Jeni Rogers, a food regulation attorney at Holland & Hart LLP, who works primarily with small organic and natural food startups. “When a dough conditioner appears on an ingredient label, it carries a chemical name that doesn’t align with the image that brands aiming for a clean label typically want to convey.” The functional purpose of these ingredients is often overlooked; for example, emulsifiers that aid in large-scale production or the listing of vitamin C as “ascorbic acid” may deter consumers. If they don’t understand an ingredient, they are less likely to buy the product, which can adversely affect a company’s financial performance.
Experts indicate that achieving a clean label on food products is a lengthy and perilous journey. Creating a food item that meets consumers’ demands for health, taste, and straightforward ingredients is no small feat, but it is a challenge that manufacturers must face to cater to today’s buyers. “It feels like we are in a perpetual cycle of redeveloping and updating our foods across all brands,” said Jonathan Davis, senior vice president of research and development at La Brea Bakery and Otis Spunkmeyer, who encounters various challenges in different bakery segments. “It truly seems like an unending process.”
While many agree that clean labels are transforming the food industry, there is no consensus on what constitutes a clean label. One company’s clean label may be another’s indication that its product list needs improvement. “Often, people equate clean label with healthy,” noted Justin Prochnow, a food regulation attorney at Greenberg Traurig LLP, who specializes in beverages and energy drinks. “However, they don’t always mean the same thing.”
At La Brea Bakery, part of their clean label initiative involved making all products non-GMO certified, a commitment they made last year. For La Brea, offering non-GMO products is considered a foundational requirement, according to Davis. In contrast, the transition to clean labeling for Otis Spunkmeyer’s cookies and cakes has been more complex, driven by their “no funky stuff” initiative, which replaces artificial colors, flavors, and chemical sweeteners like high fructose corn syrup with alternative ingredients. The extensive range of products offered by the bakery means that reformulation is an ongoing and seemingly endless endeavor, starting with cookies before moving on to other items.
“It’s all about simplifying ingredient declarations,” Davis explained. “We aim to simplify our formulas while preserving sensory experience. Yet, it seems that once we complete a reformulation for one product, we find ourselves back at it for another reason.” Many of Rogers’ clients, who began crafting natural and organic products in their kitchens and later scaled production, face challenges during this process. Ingredients like emulsifiers and conditioners may be added to improve large-scale production or enhance shelf stability and freshness. Some companies have implemented training programs to teach their teams how to avoid chemicals, with varying degrees of success. “Sometimes, training programs work; other times, the losses are too significant, leading to a reconsideration of formulations,” she said.
As consumers invest more time in reading labels, they are becoming more informed about their food. However, Clemens argues that this knowledge is often inadequate. Many individuals, including those in scientific circles, tend to rely on “Dr. Google” for information instead of more credible sources. “I’ve advised many clients that education and effective communication are crucial,” he stated. “Yet the challenge lies in the fact that consumers often trust voices without credentials more than those with expertise. This leads to skepticism about reliable organizations, such as the International Food Information Council, which strives to offer clear, evidence-based information. Unfortunately, many consumers question their legitimacy and instead turn to non-credentialed figures who may have their own agendas.”
Consumers generally prefer products with straightforward labels devoid of chemical-sounding names. However, achieving this is not always possible, even for ingredients sourced entirely from nature, according to Clemens. The FDA enforces stringent labeling requirements that dictate how various substances must be named on food labels. Moreover, natural ingredients and extracts undergo rigorous testing to ensure safety, particularly because seemingly innocuous items, like grape skins, can contain potent chemicals when concentrated into extracts.
Clemens pointed out that ingredient labels can sometimes make natural ingredients appear unappealing. Names of naturally occurring chemicals extracted from fruits and vegetables may appear on the label, while untested ingredients are sometimes classified as “additives.” Davis noted that consumers tend to have high expectations. As ingredient labels evolve, he often receives inquiries from consumers about specific items added to flour and its enrichment process, resulting in more questions than complaints.
For labels to change, consumers must be open to modifications in some of their favorite products. Natural colors typically lack the vibrancy of artificial ones, and removing certain additives can alter texture. Lowering sugar and salt content affects taste, too. Clemens provided the example of strawberry ice cream. The average consumer envisions bright pink scoops with a sweet, robust berry flavor. However, clean label strawberry ice cream appears more white or pale pink, lacking pink dyes. This change in color and flavor may lead manufacturers to consider increasing the berry content, but doing so might necessitate adding more emulsifiers, which must also be acceptable to consumers and not sound overly chemical-like.
“The reality is that the food supply is going to evolve, and consumer perceptions of strawberry ice cream will need to adapt,” Clemens stated. “The question remains: will they accept white-colored ice cream? I believe the answer will be yes.” While Prochnow acknowledged that clean-label products can taste good, he also highlighted that some reformulations prioritize the ingredient list over taste. “It’s surprising how often companies overlook flavor,” he remarked. “They focus on promoting their ingredients, but if the product is unpalatable, consumers won’t return.”
The drive to reduce sugar, Prochnow noted, has contributed to this issue. As manufacturers cut sugar levels, they often replace it with stevia and other natural sweeteners that do not replicate the same taste. For Otis Spunkmeyer and La Brea Bakery, sweeteners themselves have not posed significant challenges. However, ingredient suppliers—many of whom are resistant to altering their processes or sources—present substantial hurdles, according to Davis. “The main challenge we face is locating the right ingredients and partners for these large initiatives,” he explained. “Sometimes, our current suppliers are so entrenched in their practices that they are reluctant to engage in such projects.”
Davis has experienced mixed results with his suppliers. Some have been more amenable to change due to the growing clean label trend. As other manufacturers also transition to cleaner labels, Davis noted that some Otis Spunkmeyer suppliers have embraced the change. Conversely, he has encountered significant issues with suppliers for La Brea Bakery, some of whom have resisted making changes, leading him to seek new suppliers who can deliver non-GMO products in the necessary quantities and frequency. The most significant challenge has been sourcing cheese for certain breads, as cows producing non-GMO cheese must consume non-GMO feed. The bakery has identified a new cheese supplier, but the cheese must age before being used in products, which will likely alter both the appearance and flavor of the final product.
Cleaning up a label can also present unexpected complications. While reformulating Otis Spunkmeyer products, Davis found that he needed not only to source naturally derived margarine but also to ensure the beta carotene in the margarine was naturally sourced. Clemens emphasized that as the clean label movement flourishes and online advocacy against processed food intensifies, an important consideration is often overlooked: “Food is processed for safety and to maintain nutritional value,” he stated. “If we prioritize clean labels at the expense of safety and essential nutrition, we risk creating a generation susceptible to nutrient deficiencies once again.” Historically, items like flour and cereal products have been fortified with vitamins and minerals to enhance consumption and improve public health, a deficiency not observed for generations since the fortification movement began.
Both Davis and Rogers noted that as more manufacturers adopt clean labels, the process for reformulation is becoming increasingly streamlined. “We are improving continuously,” Davis remarked. “Once we have a range of natural colors and flavors that are approved and ready for use, adjustments become less complicated. We don’t have to reinvent the wheel each time; for instance, vanilla extract can now be applied across various foods, as we’ve learned it works well.”
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