Revising baking mixes and frozen baked goods presents significant challenges both in terms of complexity and cost, whether ingredients are being removed or added. While the inclusion of artificial flavors and colors was once a common practice, General Mills has recognized the growing consumer demand for healthier options, prompting them to eliminate these additives. This trend is mirrored across nearly all major consumer packaged goods (CPG) companies, which are either enhancing their current brand offerings or launching new products that feature simpler, more recognizable ingredients. Companies such as Hershey, Campbell Soup, and Nestle are leading the charge by substituting artificial colors and flavors with natural alternatives.
According to the Consumer Goods Forum, a global network of over 400 retailers and manufacturers, food companies improved the health profiles of approximately 180,000 products in 2016, marking an increase of more than 100,000 from the previous year. As consumers increasingly seek straightforward ingredients, General Mills’ decision to reformulate its Gold Medal and Pillsbury baking mixes and frozen baked goods is not surprising. Without these changes, many consumers might have opted for competing brands that offer cleaner labels. Additionally, consumers are often willing to pay a premium for these products, providing manufacturers with an extra motivation to implement changes.
However, a significant challenge in the clean label movement is that simply changing the ingredient list is not sufficient. The key lies in removing unwanted ingredients without compromising the beloved appearance, texture, or taste of the products. Such alterations could inadvertently lead to issues like reduced product volume and shelf life due to accelerated staling and mold growth, potentially resulting in increased costs that companies must evaluate before passing them on to consumers. Firms must meticulously ensure that these aspects are right before introducing their reformulated products to the market. Michael Braden, Senior Culinary Manager for General Mills Foodservice, emphasized that each product undergoes thorough testing to meet the expectations for preparation, performance, and quality.
“General Mills recognizes the vital role these products play in supporting our customers in their operations,” Braden stated. “We are committed to ensuring that our new baking portfolio aligns with the quality that customers have come to cherish, and we are confident that these products will continue to deliver great-tasting, consistent results.”
For major food manufacturers, the key to success lies in effectively communicating product reformulations and their rationale to consumers. This transparency is likely to foster acceptance at retail outlets, bakeries, restaurants, or food service operations. One thing that seems certain is that today’s large 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 offerings,” noted Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “What’s crucial is that whatever investments they make, they must communicate them to consumers, because what’s the point of reformulating products if that information isn’t shared?”
In the context of dietary supplements, when considering how to integrate healthier ingredients or any new formulations, consumers might also be interested in questions like “ccm tablet how to take,” reflecting a broader trend towards informed consumption.