Americans desire a comprehensive food experience. They want meals that are flavorful, nutritious, portable, hunger-satisfying, and free from dubious ingredients. This, as Roger Clemens explains, presents a considerable challenge for food and beverage manufacturers. Clemens, the associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, has over four decades of experience in the food and beverage industry, and he notes that American consumers can be particularly demanding compared to those in less affluent nations.
“The U.S. population is elitist,” Clemens remarked in an interview with Food Dive. “They want it all: something familiar, affordable, nutritious, beneficial, and safe. Interestingly, while they embrace technology in virtually every aspect of their lives, they are hesitant to accept it in food. This contradiction is quite striking.”
As food technology evolves, the quest for an ideal meal—coupled with regulators’ push for increased nutrition in processed foods—has led to the creation of numerous preservatives, colorants, flavorings, and additives aimed at making food appealing, cost-effective, and long-lasting. However, the transparency movement has heightened consumer scrutiny of food contents, leading to skepticism about these additives and prompting many to seek alternatives. Even if certain ingredients are harmless or entirely natural, consumers are increasingly wary of anything that sounds chemical.
“Companies are becoming more cautious about using terms like dough conditioners,” stated Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, during her conversation with Food Dive. Many of her clients are startups in the organic and natural food sectors. “When ‘dough conditioner’ appears on the ingredient list, it often comes with a chemical-sounding name that doesn’t align with the clean label image many companies strive for.”
The purpose of some ingredients, such as emulsifiers that facilitate mass production, is often overlooked. Even something as benign as vitamin C can be labeled as “ascorbic acid,” which might deter consumers who do not recognize it. If shoppers do not understand an ingredient, they may choose not to purchase the product, which can jeopardize a company’s financial performance.
Experts agree that the journey toward a clean label is complex and fraught with challenges. Creating a food product that meets consumers’ expectations for healthfulness, taste, and simple ingredient lists is no easy task, yet manufacturers must adapt to satisfy modern consumers.
“It feels like we are in a constant cycle of reformulating and updating our food products across all our brands,” shared Jonathan Davis, senior vice president of research and development at La Brea Bakery and Otis Spunkmeyer. “It seems like an endless endeavor.”
While many recognize that clean labels are transforming the food industry, opinions differ on what constitutes a clean label. For some manufacturers, clean labels represent an ideal; for others, they signify a product list in need of improvement.
“Often, people conflate clean labels with healthy options,” explained Justin Prochnow, an attorney with Greenberg Traurig LLP who specializes in food regulations. “However, they don’t always mean the same thing.”
La Brea Bakery has committed to ensuring all its products are non-GMO certified, viewing this as a baseline requirement for their niche market. In contrast, the clean label transition for Otis Spunkmeyer cookies and cakes has been more intricate. Their “no funky stuff” initiative aims to eliminate artificial colors, flavors, and chemical sweeteners in favor of more natural alternatives. The diversity of their offerings complicates reformulation, leading the bakery to begin with cookies before addressing other products.
“It’s all about simplifying ingredient declarations,” Davis noted. “The goal is to streamline these formulas while preserving sensory appeal. Yet, it feels like once one reformulation is complete, another challenge arises.”
Rogers, who primarily works with smaller startups that began crafting their natural and organic products in home kitchens before scaling up, observes that challenges often emerge as production ramps up. Ingredients like emulsifiers may be added to enhance large-scale production or improve shelf stability, complicating the reformulation process. Some companies implement training to help staff create products without chemicals, with mixed results.
“Sometimes training is effective, but other times the losses are too significant, leading to alternative formulations,” Rogers stated. “Companies can also explore processing aids that can be excluded from the final label, making ingredients easier to work with.”
As consumers increasingly scrutinize labels, they are becoming more educated about what they consume. However, Clemens argues that this understanding is often limited. Many people, including those in scientific communities, rely on “Dr. Google” for food information rather than credible sources.
“I’ve advised my clients that education and effective communication are crucial,” he said. “However, consumers often trust non-credentialed individuals over those with expertise. The general skepticism surrounding food information complicates matters further. Even reputable organizations like the International Food Information Council struggle to gain consumer trust while misinformation prevails.”
Consumers prefer products with straightforward labels devoid of chemical names, yet achieving this can be challenging, even when ingredients are entirely natural. The FDA mandates strict labeling standards, which dictate how various items must be identified on food labels. Furthermore, natural ingredients must undergo rigorous testing to ensure safety. For instance, grape skins may contain benign compounds in their natural state, but concentrated extracts could have potent chemicals.
Clemens cautions that the perception of natural ingredients can be skewed by labeling. Names of naturally occurring chemicals extracted from fruits and vegetables may appear on labels, and some ingredients that have not undergone full FDA review can be labeled as “additives.”
Davis observes that consumer expectations are exceptionally high, leading to a deluge of inquiries about changes to ingredient lists, particularly in flour and its enrichment process. Most inquiries stem from curiosity rather than complaints.
“For labels to evolve, consumers must be open to changes in their favorite products,” he explained. “Natural colors typically lack the vibrancy of artificial ones. Removing certain additives can alter texture, and reducing sugar or salt alters flavor.”
Clemens illustrated this with an example: strawberry ice cream. Consumers often envision a bright pink, sweet treat, yet clean label strawberry ice cream tends to be white or pale pink without artificial dyes. This muted color and flavor profile may prompt manufacturers to add more strawberries, which may necessitate additional emulsifiers. The challenge lies in finding an emulsifier that consumers find acceptable and that avoids overly chemical-sounding names.
“The food supply will inevitably change, and consumer perceptions of strawberry ice cream must adapt,” Clemens stated. “The critical question is whether consumers will accept a white ice cream, and I believe they will.”
Prochnow noted that while some clean-label products are enjoyable, others prioritize ingredient lists over taste, leading to less palatable options.
“It’s surprising how often companies overlook flavor,” he remarked. “They emphasize the greatness of the ingredients, but if the product is unappealing, consumers won’t return for a second taste.”
The push to reduce sugar has significantly contributed to this issue. In efforts to cut sugar, manufacturers have resorted to using stevia and other natural sweeteners that may not replicate traditional flavors.
For Otis Spunkmeyer and La Brea Bakery, sweeteners have not posed a significant challenge. Davis pointed out that the primary hurdle lies with ingredient suppliers, many of whom are resistant to altering their processes.
“The most significant obstacle we encounter is finding the right ingredients and partners for these large initiatives,” he said. “Sometimes suppliers are so entrenched in their practices that they resist engagement in such projects.”
Davis has experienced mixed results with his suppliers. Some have embraced the clean label movement, while others have remained hesitant to change.
Conversely, he has faced more issues with suppliers for La Brea Bakery, leading him to seek new sources for non-GMO products. The most challenging ingredient has been cheese used in certain breads, which must come from cows fed non-GMO feed for certification. While a new cheese supplier has been found, it requires aging before incorporation into products, which will likely change their appearance and taste.
Cleaning up labels often involves unexpected complexities. For example, while Davis sought a naturally sourced margarine for reformulating Otis Spunkmeyer products, he also needed to ensure the beta carotene in that margarine was naturally sourced.
Clemens cautions that as the clean label movement gains traction and online advocacy against processed foods intensifies, a critical aspect may be overlooked. “Food processing is essential for safety and maintaining nutritional value,” he stated. “If we prioritize clean labels at the expense of safety and nutritive value, we risk creating a generation with nutritional deficiencies.”
Traditionally, items like flour and cereal have had vitamins and minerals added to improve health outcomes. Clemens notes that such deficiencies have not been seen in generations due to fortification efforts.
Both Davis and Rogers agree that as more manufacturers adopt clean labels, the reformulation process is becoming more manageable.
“We are improving continuously,” Davis said. “Once we have a range of tools available, like approved natural colors and flavors, minor adjustments can be made without starting from scratch. For instance, vanilla extract can now be applied in various foods, as we’ve learned it works effectively.”
Incorporating elements such as TwinLab Calcium Citrate Caps Plus Magnesium into formulations could also enhance nutritional appeal while maintaining a clean label. The industry is evolving, and balancing consumer expectations with safety and nutrition will be key to success in the future.