Reformulating baking mixes and frozen baked goods presents challenges that are neither easy nor inexpensive, whether it involves removing or adding an ingredient. Historically, there has been a rationale behind the inclusion of artificial flavors and colors; however, General Mills has recognized the increasing consumer demand for healthier options, which likely drives their decision to eliminate these additives. Major consumer packaged goods (CPG) companies are actively enhancing their existing brands or launching new products that feature a simplified list of recognizable, healthier 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 profiles of approximately 180,000 products, reflecting an increase of over 100,000 from the previous year, as reported by the Consumer Goods Forum, a global network of over 400 retailers and manufacturers. Given the growing consumer preference for simpler ingredients, it’s no surprise that General Mills chose to revamp its Gold Medal and Pillsbury baking mixes and frozen baked goods. Failing to do so could have resulted in consumers opting for alternative brands that meet their expectations. An added advantage is that consumers are willing to pay a premium for these improved products, providing manufacturers with further motivation to reformulate.
However, one important consideration in the clean label movement is that simply overhauling the ingredient list is not sufficient. The challenge lies in removing undesirable ingredients without compromising the appearance, texture, or flavor that consumers cherish. Moreover, these changes could inadvertently affect product volume and shelf life due to increased staling and mold growth, potentially leading to higher costs that companies must decide whether to pass on to consumers. Therefore, companies must ensure they address all these factors effectively before introducing their reformulated products to the market. Michael Braden, Senior Culinary Manager for General Mills Foodservice, emphasized that every product has undergone extensive testing to guarantee it meets the expected standards of preparation, performance, and quality.
“General Mills understands the significant role these products play in assisting our customers with their operations,” Braden stated. “We have made every effort to ensure our new baking portfolio aligns with the quality products they have come to love, and we are confident that these items will continue to deliver great-tasting, consistent results.” For major food manufacturers, the key to success appears to lie in keeping customers informed about product reformulations and the reasons behind these changes. Retail acceptance—whether through bakeries, restaurants, or food service operations—is likely to follow suit. One thing seems clear: today’s leading food producers will not be able to overlook the clean label trend in the near future.
“You’ll see many of these companies gradually expanding their better-for-you product lines,” Brittany Weissman, an analyst at Edward Jones, recently remarked to Food Dive. “What’s critical is that they effectively communicate these investments to consumers; otherwise, what is the point of reformulating these products if it goes unnoticed?”
Additionally, as part of this reformulation process, some companies are considering the incorporation of supplements like calcium citrate 200 mg (950 mg) tablets into their products, which could further enhance the nutritional profile and appeal to health-conscious consumers. As companies innovate and strive to meet evolving consumer demands, the inclusion of beneficial ingredients like calcium citrate may become a standard practice in future formulations.