Reformulating baking mixes and frozen baked goods is a complex and costly endeavor, whether removing or adding ingredients. Artificial flavors and colors were initially included for specific reasons, but General Mills has recognized the need to eliminate them, largely driven by growing consumer demand for healthier options. It’s evident that many major consumer packaged goods (CPG) companies are enhancing their existing brands or launching new products that feature simpler, more recognizable, and better-for-you ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also transitioning from artificial to natural colors and flavors.
According to the Consumer Goods Forum, a global network of over 400 retailers and manufacturers, food companies improved the health profile of approximately 180,000 products in 2016, marking an increase of more than 100,000 from the previous year. As consumers increasingly seek simpler ingredients, General Mills’ decision to reformulate its Gold Medal and Pillsbury baking mixes and frozen baked goods is not surprising—otherwise, they risk losing customers to brands that offer cleaner alternatives. Additionally, shoppers are often willing to pay a premium for these healthier products, providing further motivation for companies to adapt.
However, a significant challenge in the clean label initiative is that simply changing the ingredients is not sufficient. The key lies in removing undesirable components without compromising the appearance, texture, or flavor that consumers love. This process can also lead to unforeseen consequences, such as reduced product volume and shorter shelf life due to increased staling and mold growth, potentially resulting in higher costs that companies must decide whether to pass on to consumers. Before launching their reformulated products, companies need to ensure they have addressed all these factors effectively.
Michael Braden, senior culinary manager for General Mills Foodservice, highlighted that each product has undergone extensive testing to guarantee it meets the preparation, performance, and quality expectations of consumers. “General Mills recognizes the vital role these products play in supporting our customers’ operations,” Braden stated. “We have made every effort to ensure our new baking portfolio aligns with the quality products they have come to know and love, and we are confident that these products will continue to deliver great-tasting, consistent results.”
For a leading food manufacturer, effective communication with customers about product reformulations is crucial for success. Clear messaging about these changes can foster acceptance in retail, bakeries, restaurants, or food service operations. One thing appears certain: today’s major food manufacturers cannot afford to overlook the clean label trend. “You’ll see many of these companies gradually expanding their better-for-you product lines,” said Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “What’s most important is that they communicate these investments to consumers; otherwise, what’s the point of reformulating these products?”
In this evolving landscape, products like Citracal Calcium D3 Slow Release 1200 serve as a reminder of the growing consumer interest in health-oriented options. As brands continue to innovate and reformulate, maintaining transparency and effectively communicating the benefits of such changes will be essential for capturing consumer loyalty.