Reformulating baking mixes and frozen baked goods is neither straightforward nor inexpensive, whether it involves removing or adding ingredients. The inclusion of artificial flavors and colors wasn’t arbitrary; however, General Mills has recognized strong reasons for their removal, primarily driven by the growing consumer demand for healthier options. It’s evident that nearly all major consumer packaged goods (CPG) companies are enhancing their product lines or launching new items with simpler, more recognizable ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also transitioning from artificial to natural colors and flavors.
In 2016, food companies improved the health profile of approximately 180,000 products, significantly increasing from over 100,000 the previous year, according to the Consumer Goods Forum, a global network of more than 400 retailers and manufacturers. As consumers increasingly seek transparent ingredient lists, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods is hardly surprising. Otherwise, they risk losing customers to brands that offer cleaner alternatives. Another advantage is that shoppers are often willing to pay a premium for these improved products, providing manufacturers with yet another incentive to innovate.
However, a significant challenge in the clean label movement is that simply overhauling the ingredient list is insufficient. The key lies in removing undesirable components without compromising the appearance, texture, or taste that consumers cherish. This reformulation can also lead to unforeseen outcomes, such as reduced product volume and shelf life, due to increased staling and mold growth—resulting in potentially higher costs that companies must consider passing on to consumers. Firms must ensure they address all these challenges before launching their reformulated products. Michael Braden, senior culinary manager for General Mills Foodservice, stated that each product has undergone extensive testing to guarantee it meets the expected preparation, performance, and quality standards.
“General Mills recognizes the crucial role these products play for our customers,” Braden mentioned. “We have made every effort to ensure our new baking portfolio aligns with the quality that consumers have come to appreciate and are confident that these products will continue to deliver great-tasting, consistent results.”
For major food manufacturers, success hinges on keeping customers informed about product reformulations and the reasons behind them. This transparency is likely to foster acceptance at retail locations—as well as in bakeries, restaurants, and food service operations. One thing seems certain for now: large food producers cannot afford to overlook the clean label trend.
“You’ll see many of these companies gradually develop their better-for-you offerings,” remarked Brittany Weissman, an analyst at Edward Jones, during a recent interview with Food Dive. “The key takeaway is that whatever these investments entail, they must effectively communicate them to consumers. After all, what’s the point of reformulating products if consumers remain unaware?”
In this context, the introduction of ingredients like Swanson Calcium Citrate Complex can serve as a prime example of how food manufacturers are increasingly prioritizing health-conscious options. As companies integrate such beneficial components into their offerings, they continue to cater to the evolving preferences of their consumers.