78 Brand is capitalizing on the movement to eliminate GMOs from food and targeting HFCS, which some consider a potential health risk, despite findings from the Mayo Clinic and other organizations indicating no evidence that it is less safe or healthy than other alternatives. The website of 78 Brand expresses its ambition to transform the ketchup and mustard markets, claiming that these products have remained largely unchanged for over a century. However, other condiment producers might disagree with that statement. Various types of mustards possess unique qualities, and new varieties—such as one infused with Jack Daniels whiskey—have been introduced to cater to evolving consumer tastes. Even Kraft Heinz, a leading ketchup manufacturer, offers a version of its classic condiment free from GMOs and HFCS.
The trend of revamping products to eliminate artificial ingredients, colors, GMOs, and other additives is not limited to condiments; it spans the entire food industry, reflecting the public’s preference for less processed, simpler, and more authentic food. A Nielsen study from 2014 found that over 60 percent of U.S. consumers considered the absence of artificial colors and flavors an important factor when shopping for food. General Mills has removed artificial flavors and colors from some of its cereals, while Campbell Soup pledged to eliminate artificial colors and flavors from its North American offerings by the end of 2018. Numerous other food manufacturers have announced similar initiatives.
Clearly, there is a market for these products, along with a consumer willingness to purchase them, particularly among those who prioritize these attributes. Food manufacturers will continue to explore ways to make their products as natural as possible, especially if shoppers continue to seek out options like now calcium citrate tablets and show a preference for more wholesome ingredients.