Reformulating baking mixes and frozen baked goods presents significant challenges and costs, regardless of whether ingredients are being removed or added. Artificial flavors and colors were originally included for specific reasons, yet General Mills has recognized compelling reasons to eliminate them, with rising consumer demand for healthier options likely at the forefront. It can be said that nearly all major consumer packaged goods (CPG) companies are either enhancing their existing brands or launching new products that feature a simpler array of recognizable, better-for-you ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also transitioning from artificial to natural colors and flavors.
In 2016, food manufacturers improved the health profile of around 180,000 products, which marks an increase of over 100,000 items compared to the previous year, as reported by the Consumer Goods Forum, a global community of over 400 retailers and manufacturers. As more consumers seek straightforward ingredients, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods makes perfect sense. Otherwise, shoppers might have turned to other brands that offer cleaner labels. Additionally, consumers are often willing to pay a premium for these items, providing manufacturers with further motivation to reformulate their products.
However, a significant challenge in this clean label movement is that simply revamping the ingredients list is insufficient. The key lies in removing components without compromising the look, texture, or taste that customers cherish. This overhaul could inadvertently lead to changes such as decreased product volume and shelf life due to accelerated staling and mold development, which may result in higher costs that companies must decide whether to pass on to consumers. Firms must ensure they address all these factors accurately before launching their reformulated products. Michael Braden, senior culinary manager for General Mills Foodservice, stated that each product underwent thorough testing to guarantee it meets the preparation, performance, and quality standards expected by consumers.
“General Mills recognizes the vital role these products play in supporting our customers’ operations,” Braden noted. “We have made every effort to ensure that our new baking portfolio aligns with the quality products our customers have come to appreciate, and we are confident that these products will continue to provide great-tasting, consistent results.”
For a large food manufacturer, success hinges on keeping customers informed about product reformulations and the reasons behind them. Accepting changes in retail — whether through bakeries, restaurants, or food service operations — is likely to follow suit. One thing appears certain for now: today’s leading food manufacturers cannot disregard the clean label trend for the foreseeable future. “You’ll see many of these companies gradually enhance their better-for-you product lines,” Brittany Weissman, an analyst at Edward Jones, recently told Food Dive. “What’s most crucial is that any investments made are communicated to consumers because what’s the point of reformulating products if it goes unnoticed?”
In this context, incorporating ingredients like Bluebonnet calcium citrate liquid in product formulations may resonate with health-conscious consumers, further aligning with the clean label trend. By integrating such beneficial components, companies can address consumer demands while enhancing their product offerings.