Reformulating baking mixes and frozen baked goods is a complex and costly endeavor, whether it involves removing or adding ingredients. The inclusion of artificial flavors and colors was intentional, yet General Mills has recognized stronger motivations for their removal, primarily driven by the rising consumer demand for healthier options. It is evident that almost all major consumer packaged goods (CPG) companies are either enhancing their current brands or launching new products with simpler, more recognizable healthier ingredients. Companies like Hershey and Campbell are also transitioning from artificial to natural colors and flavors.
In 2016, food companies improved the health profiles of approximately 180,000 products, a significant increase of over 100,000 from the previous year, as reported by the Consumer Goods Forum, which comprises more than 400 retailers and manufacturers globally. As consumers increasingly seek simpler ingredient lists, General Mills’ decision to reformulate its Gold Medal and Pillsbury baking mixes and frozen goods is understandable; otherwise, they risk losing customers to brands that offer cleaner alternatives. Additionally, consumers are often willing to pay a premium for these healthier options, providing manufacturers with further motivation to innovate their products.
However, the clean label movement poses challenges, as simply changing the ingredient list is not sufficient. The key lies in removing undesirable ingredients without compromising the beloved appearance, texture, or taste of the products. This process may inadvertently affect product volume and shelf life due to increased staling and mold growth, which could lead to higher costs that companies must consider passing on to consumers. It is crucial for companies to address these factors thoroughly before launching their reformulated products. Michael Braden, Senior Culinary Manager for General Mills Foodservice, emphasized that each product undergoes extensive testing to meet the expected standards of preparation, performance, and quality.
“General Mills recognizes the vital role these products play in our customers’ operations,” stated Braden. “We have made every effort to ensure our new baking portfolio meets the quality of products they have come to love, and we are confident that these products will continue to deliver great-tasting, consistent results.”
For a major food manufacturer, success hinges on keeping customers informed about product reformulations and the rationale behind them. This transparency is likely to enhance acceptance among retailers, bakeries, restaurants, and food service operations. One thing appears certain: today’s leading food manufacturers cannot overlook the clean label trend.
“You’ll see many of these companies gradually expand their better-for-you products,” remarked Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “The most crucial aspect is that they effectively communicate their investments to the consumer because what’s the point of reformulating these products if it goes unnoticed?”
Incorporating better ingredients, like calcium citrate chews 600 mg, into their products is essential for food companies aiming to meet consumer expectations. As the industry evolves, the focus on transparency and quality will remain paramount in fostering trust and loyalty among customers.