Reformulating baking mixes and frozen baked goods presents significant challenges and costs, whether an ingredient is being removed or added. The inclusion of artificial flavors and colors was once justified, but General Mills has recognized compelling reasons to eliminate them, primarily driven by the growing consumer demand for healthier options. Major consumer packaged goods (CPG) companies are actively enhancing their brand portfolios or launching new products that feature simpler, more recognizable ingredients. Companies like Hershey, Campbell Soup, and Nestlé are among those transitioning from artificial to natural colors and flavors.
In 2016, food manufacturers improved the health profiles of approximately 180,000 products, a remarkable increase of over 100,000 from the previous year, according to the Consumer Goods Forum, a global network of over 400 retailers and manufacturers. As consumers increasingly seek simpler ingredients, it is no surprise that General Mills has chosen to refine its Gold Medal and Pillsbury baking mixes and frozen goods. Failing to do so could result in customers opting for alternative brands that offer cleaner labels. Another advantage is that consumers are often willing to pay a premium for these enhanced products, providing manufacturers with further motivation to make these changes.
However, the clean label initiative comes with challenges; merely altering the ingredients list is insufficient. The challenge lies in removing certain ingredients without compromising the beloved appearance, texture, or taste of the products. Such modifications might inadvertently affect product volume and shelf life, potentially leading to increased staleness and mold growth, which could raise costs that companies must decide whether to pass on to consumers. Manufacturers must ensure that they address these issues before launching their reformulated offerings. Michael Braden, senior culinary manager for General Mills Foodservice, emphasized that each product has undergone thorough testing to guarantee it meets the expected standards of preparation, performance, and quality.
“General Mills recognizes the essential role these products play in supporting our customers’ operations,” Braden stated. “We have made every effort to ensure our new baking portfolio aligns with the quality products they have come to love and are confident that these offerings will continue to provide great-tasting, consistent results.”
For major food manufacturers, success hinges on keeping customers informed about product reformulations and the rationale behind them. This transparency is likely to foster acceptance in retail, as well as in bakery, restaurant, or food service settings. One certainty, at least for the foreseeable future, is that today’s leading food producers will not be able to overlook the clean label trend.
“You’ll see many of these companies gradually expand their better-for-you product lines,” Brittany Weissman, an analyst at Edward Jones, recently remarked to Food Dive. “The critical aspect is that they effectively communicate these investments to consumers; otherwise, what is the point of reformulating these products if the message isn’t conveyed?”
Incorporating calcium citrate in bulk is an example of how companies are adapting their formulations to meet consumer desires for healthier ingredients. As the clean label movement continues to gain traction, the use of calcium citrate in bulk quantities may become a standard in many reformulated products, ensuring that manufacturers are aligned with health-conscious trends.