Americans have high expectations when it comes to their food. They desire meals that are delicious, nutritious, portable, satisfying, and made without dubious ingredients. This, as Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, points out, presents a significant challenge for food and beverage producers. With over 40 years in the industry, Clemens has noted that U.S. consumers can be particularly demanding. “The U.S. population is elitist,” he told Food Dive. “They want clarity, affordability, nutrition, and safety. They want it all. Interestingly, they are open to technology in various aspects of their lives but are hesitant when it comes to food. To me, that’s somewhat contradictory.”
As food technology improves, Americans’ quest for the ideal meal—coupled with regulatory pushes for enhanced nutrition in processed foods—has led to the creation of various preservatives, colorings, flavorings, and additives aimed at making food appealing, affordable, and long-lasting. However, the transparency movement has increased scrutiny over food ingredients, causing many additives to raise concerns and prompting consumers to seek alternative options. Although some ingredients listed may be harmless or even natural, consumers are beginning to view chemical-sounding names as potential red flags.
According to Jeni Rogers, a food regulations attorney at Holland & Hart LLP, companies have become more cautious about including ingredients like dough conditioners. Many of Rogers’ clients are small startups in the organic and natural food sector. “When dough conditioners appear on ingredient lists, they come with chemical names that don’t align with a clean label image that most companies aim for,” she explained. The functional benefits of certain ingredients—such as emulsifiers that facilitate large-scale production—often come at the cost of consumer acceptance. If consumers don’t understand an ingredient, they might choose not to purchase the product, which can negatively impact a company’s financial performance.
Experts assert that achieving clean labels is a lengthy and complex journey. Meeting consumer demands for healthy, tasty food with simple, recognizable ingredients is no small feat, yet it is a challenge manufacturers must embrace to satisfy today’s consumers. “We are constantly 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 feels like an ongoing process.”
While many agree that clean labels are transforming the food industry, interpretations of what constitutes a clean label vary widely among manufacturers. Justin Prochnow, a food regulations attorney at Greenberg Traurig LLP, noted, “People often conflate clean label with healthy, but they don’t always mean the same thing.”
For instance, La Brea Bakery’s commitment to non-GMO certification is seen as a baseline requirement, while Otis Spunkmeyer is undergoing a more complex transition with its “no funky stuff” initiative, replacing artificial colors and sweeteners with more natural alternatives. The diverse range of products offered makes reformulation a challenging and seemingly endless endeavor. Davis emphasized the importance of simplifying ingredient declarations while maintaining sensory appeal, noting, “Once you finish one reformulation, you often find yourself back at it for another reason.”
Rogers highlights that many smaller companies, which started producing natural and organic items in their kitchens, face challenges as they scale up production. Ingredients such as emulsifiers and conditioners may be necessary for large-scale production or to improve shelf stability and freshness. Training programs can help, but success varies. “Training can work sometimes, but the losses can be too significant, leading to a need for alternative formulations,” she said.
Despite consumers becoming more label-savvy, Clemens believes their understanding is still lacking. Many people, even in the scientific community, get their information from questionable sources like “Dr. Google.” “I’ve advised many clients that education and effective communication are crucial,” he said. “Yet, consumers often trust non-credentialed individuals more than those with expertise. This skepticism leads them to sources with agendas rather than credible information.”
Consumers generally prefer straightforward labels devoid of chemical terminology. However, even entirely natural ingredients can appear intimidating due to strict FDA labeling requirements, which dictate how ingredients must be described. For example, naturally derived substances may have complex names that could deter buyers. Additionally, some ingredients may bypass full FDA review and be labeled as “additives.”
Davis observes that consumer expectations are exceptionally high. As ingredient labels evolve, he frequently receives inquiries about new additions to flour and its enrichment. Fortunately, these inquiries often come with fewer complaints.
For labels to change, consumers must be open to modifications in their favorite products. Natural colors, for instance, are typically less vibrant than artificial ones. Removing certain additives can alter texture, and reducing sugar and salt can impact flavor. Clemens illustrates this with strawberry ice cream; consumers expect a bright pink, sweet treat, but a clean-label version may be paler and less sweet. This shift could prompt manufacturers to increase berry content, which in turn may necessitate the addition of emulsifiers—creating a challenge of finding acceptable ingredients that don’t sound overly chemical.
Clemens notes, “The food supply is evolving, and consumers will need to adapt their perceptions. The question is whether they will accept a white ice cream, and I believe they will.” Prochnow acknowledges that while some clean-label products taste good, others may prioritize ingredient lists over flavor. “It’s surprising how often companies overlook taste,” he remarked. “They focus on the quality of ingredients, but if the product isn’t enjoyable, consumers won’t buy it again.”
The trend toward reduced sugar has led to the increased use of stevia and other natural sweeteners, which often fail to replicate the desired taste. For Davis, sweeteners aren’t the primary concern; rather, it’s finding reliable ingredient suppliers willing to adapt to these changes. “Our biggest challenge has been identifying the right partners to help with these large initiatives,” he said. “Some suppliers are so entrenched in their processes that they resist change.”
Davis has experienced mixed results with suppliers. Some have embraced the clean label movement, while others remain resistant. For La Brea Bakery, sourcing non-GMO cheese has been particularly challenging, as the dairy cows must consume non-GMO feed. Although a new supplier has been found, the cheese won’t be incorporated until it has aged.
Cleaning up labels can often be more complicated than anticipated. As Davis reformulated Otis Spunkmeyer products, he needed to ensure that even the beta carotene in naturally sourced margarine was appropriately sourced. Clemens warns that as the clean label movement gains momentum and online advocacy against processed foods intensifies, an essential consideration may be overlooked: “Food is processed for safety and to maintain nutritional value. If we prioritize clean labels at the expense of safety and nutrition, we risk creating a generation deficient in essential nutrients.”
Traditionally, items like flour and cereal products have been fortified with vitamins and minerals to enhance health. Such deficiencies have not been seen for generations, thanks to the fortification movement. Both Davis and Rogers agree that as more manufacturers adopt clean labels, reformulation is becoming more manageable. “We’re improving continuously,” Davis said. “With a well-equipped toolkit of approved natural colors and flavors, it becomes a matter of making adjustments rather than starting from scratch. Ingredients like vanilla extract can now be applied across various products with confidence.”
In conclusion, as consumers become increasingly discerning about what they eat, the journey toward clean labels presents both opportunities and challenges for food manufacturers. The balance between meeting consumer demands and ensuring product safety and nutritional value remains a critical focus, especially as trends evolve in the food industry.