Reformulating baking mixes and frozen baked goods can be a challenging and costly endeavor, whether it involves removing or adding ingredients. The inclusion of artificial flavors and colors in the past served specific purposes, but General Mills has recognized a growing consumer demand for healthier options, prompting the removal of these additives. Major consumer packaged goods (CPG) companies, including Hershey, Campbell Soup, and Nestlé, are following suit by substituting artificial ingredients with natural alternatives.
In 2016, food companies enhanced the health profiles of approximately 180,000 products, a significant increase of over 100,000 from the previous year, according to the Consumer Goods Forum, which comprises over 400 global retailers and manufacturers. As consumers increasingly seek simpler, more recognizable ingredients, General Mills has taken steps to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods. Failing to do so could have driven customers to competitors offering cleaner alternatives. Additionally, shoppers are often willing to pay a premium for these improved products, providing manufacturers with further motivation to make changes.
However, a key challenge in the clean label movement is that merely overhauling the ingredient list is insufficient. The real challenge lies in removing ingredients without compromising the appearance, texture, or taste that consumers cherish. This revamp could also introduce unexpected issues, such as decreased product volume and shelf life due to heightened staling and mold growth, potentially increasing costs that manufacturers must decide whether to pass on to consumers. Companies must ensure they address all these factors before launching their reformulated products.
Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product has undergone thorough testing to guarantee that it meets the expected preparation, performance, and quality standards. “General Mills understands the vital role these products play in supporting our customers in their operations,” Braden noted. “We have made every effort to ensure our new baking portfolio aligns with the quality products they have come to love, and we are confident that these products will continue to provide great-tasting, consistent results.”
For large food manufacturers, successful product reformulations hinge on maintaining transparency with customers regarding the changes and the motivations behind them. This approach is likely to foster acceptance in retail, bakeries, restaurants, and food service operations. One thing seems certain: today’s major food producers cannot afford to overlook the clean label trend.
“You’ll see many of these companies gradually expand their better-for-you offerings,” stated Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “What’s crucial is that they communicate these investments to consumers, because what’s the point of reformulating products if that message doesn’t get through?”
Incorporating elements such as liquid calcium citrate magnesium can also enhance the nutritional profile of these baked goods, making them even more appealing to health-conscious consumers. As the industry continues to evolve, it will be interesting to see how companies balance taste, quality, and health benefits, including the addition of nutrients like liquid calcium citrate magnesium, while staying true to the clean label promise.