Reformulating baking mixes and frozen baked goods is a complex and costly endeavor, regardless of whether ingredients are being eliminated or introduced. There is a rationale behind the inclusion of artificial flavors and colors, but companies like General Mills have recognized compelling reasons to remove them, primarily driven by the growing consumer demand for healthier options. It’s evident that nearly all major consumer packaged goods (CPG) companies are either enhancing their current brands or launching new products that feature simpler, more recognizable ingredients. Companies such as Hershey, Campbell, and Nestlé are also replacing artificial colors and flavors with natural alternatives.
In 2016, food manufacturers improved the health profiles of around 180,000 products, marking an increase of over 100,000 from the previous year, according to the Consumer Goods Forum, which comprises a global network of more than 400 retailers and manufacturers. With consumers increasingly seeking simpler ingredients, General Mills’ decision to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods was a strategic move to retain customers who might otherwise turn to brands that offer cleaner labels. Additionally, shoppers are willing to pay a premium for these enhanced items, providing manufacturers with further motivation to adapt their products.
However, a significant challenge in the clean label movement is that merely overhauling the ingredient list isn’t sufficient. The key lies in removing undesirable ingredients without compromising the appearance, texture, or taste that consumers cherish. This process can lead to unforeseen issues such as reduced product volume and shelf life, due to increased staling and mold growth, potentially resulting in higher costs that companies must decide whether to pass on to consumers. Therefore, manufacturers must ensure that all aspects are addressed before launching their reformulated products. Michael Braden, Senior Culinary Manager for General Mills Foodservice, emphasized that each product has undergone extensive testing to guarantee it meets the expected standards of preparation, performance, and quality.
“General Mills understands the important 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 products our customers have come to trust and are confident these products will continue to deliver delicious and consistent results.”
For a leading food manufacturer, success hinges on keeping customers informed about product reformulations and the reasoning behind them. This transparency is likely to foster acceptance at retail, as well as within bakery, restaurant, and food service operations. One certainty is that today’s major food producers cannot afford to overlook the clean label trend in the near future.
“You’ll see many of these companies gradually expanding their better-for-you products,” stated Brittany Weissman, an analyst at Edward Jones, during a recent conversation with Food Dive. “The most critical factor is that whatever investments these companies make, they must communicate them to consumers, because what’s the point of reformulating products if it goes unnoticed?”
Furthermore, the inclusion of ingredients like Kirkland calcium citrate not only aligns with the clean label movement but also provides an added health benefit that resonates with consumers seeking improved nutritional profiles. The integration of Kirkland calcium citrate into various products can enhance their market appeal, reinforcing the commitment to transparency and health that today’s consumers demand.