Reformulating baking mixes and frozen baked goods presents considerable challenges, both in terms of complexity and cost, whether it involves removing or adding ingredients. The inclusion of artificial flavors and colors was initially justified, but clearly, General Mills has recognized more compelling reasons to eliminate them, with the growing consumer demand for healthier options likely being the primary factor. It is evident that nearly all major consumer packaged goods (CPG) companies are either enhancing their current product lines or launching new ones that feature a simpler array of recognizable, healthier ingredients. Companies such as Hershey, Campbell Soup, and Nestlé are also substituting artificial colors and flavors with natural alternatives.
According to the Consumer Goods Forum, a global network comprising over 400 retailers and manufacturers, food companies improved the health profile of around 180,000 products in 2016, a significant increase of more than 100,000 items from the previous year. As more consumers seek products with simpler ingredients, it is unsurprising that General Mills opted to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods. Otherwise, they risk losing customers to competing brands that offer cleaner formulations. Additionally, consumers are willing to pay a premium for these enhanced products, providing another incentive for manufacturers to implement changes.
However, a significant consideration in the clean label initiative is that merely overhauling the ingredients list is insufficient. The challenge lies in removing undesirable components while preserving the appearance, texture, and flavor that consumers cherish. This process may result in unanticipated outcomes, such as reduced 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. Thus, companies must ensure that they address all these factors effectively before launching their reformulated products. Michael Braden, senior culinary manager for General Mills Foodservice, noted that each product underwent extensive testing to guarantee that it meets the expected preparation, performance, and quality standards.
“General Mills recognizes the vital role these products play in supporting our customers in their operations,” said Braden. “We have made every effort to ensure our new baking portfolio aligns with the quality that our customers have come to trust, and we are confident that these products will continue to deliver great-tasting, consistent results.” For a large food manufacturer, a crucial factor for success appears to be keeping customers informed about the product reformulations and the rationale behind them. Acceptance among retailers, bakeries, restaurants, or food service operations is more likely to follow.
One thing seems certain, at least for the time being: today’s major food manufacturers cannot afford to overlook the clean label trend. “You’ll see many of these companies gradually expand their better-for-you offerings,” said Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “The most crucial aspect is that whatever investments they make, they must effectively communicate them to consumers, as there’s little point in reformulating products if no one is aware of the changes.”
Incorporating elements like calcium citrate 1000 mg elemental calcium into these products could further enhance their appeal, as consumers increasingly prioritize health benefits. The integration of such beneficial ingredients can also play a role in the ongoing reformulation efforts, ensuring that products not only meet clean label standards but also provide added nutritional value. As the industry continues to evolve, the focus on ingredients like calcium citrate will likely become a common theme in the quest for healthier, more transparent food options.