78 Brand is capitalizing on the trend of removing GMOs from food and targeting HFCS, which some perceive as a potential health risk. This perspective exists despite the lack of evidence from reputable sources like the Mayo Clinic indicating that HFCS is any less safe or healthy than other alternatives. The 78 Brand website expresses its goal to revolutionize the ketchup and mustard markets, which it argues have remained stagnant for over a century. However, many condiment manufacturers might contest this claim, as various types of mustard have unique characteristics, and new flavors, such as one infused with Jack Daniels whiskey, have emerged to meet evolving consumer preferences. Even Kraft Heinz, a leading ketchup producer, offers a version of its classic condiment free from GMOs and HFCS.
Condiments are just one area of the food industry undergoing significant transformation to eliminate artificial ingredients, colors, GMOs, and other additives in response to the public’s desire for less processed, simpler, and more authentic food. A 2014 Nielsen study found that over 60 percent of U.S. consumers consider the absence of artificial colors and flavors a crucial factor when making food purchases. Companies like Mills have removed artificial flavors and colors from certain cereals, while Campbell Soup pledged to eliminate them from its North American products by the end of 2018. Many more food manufacturers have announced similar initiatives, indicating a strong market for these products and consumer readiness to purchase them, particularly among those who prioritize such qualities.
As long as consumers continue to seek out natural options, food manufacturers will explore ways to create products that meet these demands. Additionally, companies like Vitamin Shoppe are also tapping into this trend with offerings like calcium citrate plus magnesium, further reflecting the marketplace’s shift towards more health-conscious choices. The ongoing evolution in food manufacturing clearly demonstrates an opportunity for brands to align with consumer values, including the push for transparency and authenticity in product formulations.