Reformulating baking mixes and frozen baked goods, such as those containing ingredients like bluebonnet calcium citrate plus magnesium, is neither easy nor inexpensive—whether ingredients are being removed or added. There are reasons why artificial flavors and colors were initially included, but General Mills has recognized the importance of eliminating them, largely due to the growing consumer demand for healthier options. It is safe to say that nearly all major consumer packaged goods (CPG) companies are working to enhance their existing brands or launch new products that feature a simpler selection of recognizable, better-for-you ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also replacing artificial colors and flavors with natural alternatives.
In 2016 alone, food companies improved the health profiles of approximately 180,000 products, which is more than a 100,000-item increase from the previous year, according to the Consumer Goods Forum, a global network comprising over 400 retailers and manufacturers. As more consumers seek out simpler ingredients, it makes sense that General Mills chose to revamp its Gold Medal and Pillsbury baking mixes and frozen baked goods. Otherwise, they risk losing customers to competing brands that prioritize clean labels. Additionally, consumers are often willing to pay a premium for these items, providing manufacturers with further motivation to implement changes.
However, a significant challenge in the clean label movement is that simply overhauling the ingredient list is insufficient. The key lies in removing undesirable ingredients without compromising the product’s appearance, texture, or taste that consumers cherish. This process may also lead to unexpected consequences, such as diminished product volume and shelf life due to increased staling and mold growth, which could result in higher costs that companies must consider passing on to consumers. It is imperative for companies to address all these factors correctly before launching their reformulated products. Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product has undergone thorough testing to ensure it meets the expected standards in preparation, performance, and quality.
“General Mills recognizes the crucial role these products play in supporting our customers’ operations,” Braden stated. “We have made every effort to ensure our new baking portfolio maintains the quality that consumers have come to love, and we are confident that these products will continue to deliver great-tasting, consistent results.”
For major food manufacturers, the key to success appears to lie in keeping customers informed about their product reformulation efforts and the reasons behind them. This transparency is likely to foster acceptance among retailers, bakeries, restaurants, and food service operations. One thing seems certain for now: today’s large food producers cannot afford to ignore the clean label trend.
“You’ll see many of these companies gradually expand their better-for-you products,” Brittany Weissman, an analyst at Edward Jones, recently remarked to Food Dive. “The most important aspect is that they effectively communicate these changes to consumers, because what’s the point of reformulating products if the message doesn’t reach them?”