When Nestlé decided to reformulate its iconic Stouffer’s Macaroni and Cheese to incorporate more fresh and recognizable ingredients, company leaders understood the need for a careful approach to avoid alienating loyal customers. Having been on the market for over 60 years, this dish has become one of Stouffer’s flagship products, and dedicated consumers likely would have been displeased by any alterations to their cherished meal. However, as consumer preferences shift towards fresher, simpler, and more identifiable ingredients, companies like Nestlé find it necessary to adjust their long-standing recipes, a process that can be both challenging and time-consuming.
Kelly Malley, the marketing director for Nestlé USA’s food division, shared with Food Dive, “It took us much longer than we anticipated. It was a significant effort from the team to create a straightforward ingredient list without compromising the beloved taste that consumers have come to expect.” Before implementing changes to the macaroni and cheese formula, executives carefully evaluated the recipe, focusing on the aspects that consumers cherished—such as taste and texture—and identified unfamiliar ingredients on the label that needed to be eliminated.
Following this, the company’s chefs collaborated with food scientists, ingredient specialists, and suppliers to explore new recipes that maintained the essence of the original dish while integrating these changes. Only the most promising candidates underwent side-by-side taste tests with both the original and reformulated recipes, evaluated by casual and dedicated consumers—those who indulge in the product at least once a week. After testing 15 different recipes and multiple rounds of evaluations, Nestlé finalized the version that debuted in January 2017. The new ingredient list is shorter and simpler, with artificial colors, flavors, and preservatives removed. Nestlé focused on familiar ingredients typically found in homes, such as freshly made pasta, cheddar cheese, and skim milk, opting to replace margarine with butter for a more authentic taste.
“This was an opportunity to meet our consumers’ needs, and it required significant work,” Malley noted. “We took a disciplined approach to ensure we were confident in what we would introduce to the market before launching it. While it took longer than anticipated, we were very pleased with the consumer feedback.” So far, the results have been encouraging, with consumers responding positively to the ingredient changes in the macaroni and cheese.
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. This shift can be attributed to consumers increasingly prioritizing healthier, fresher options in their shopping carts. Even when indulging in treats like ice cream, cereal, or macaroni and cheese, they prefer a reduced list of recognizable ingredients. Research from Innova indicates that 75% of U.S. consumers read food ingredient labels, and 91% believe that products with recognizable ingredients are healthier. Furthermore, a 2014 Nielsen survey revealed that over 60% of U.S. consumers consider the absence of artificial colors and flavors essential when making grocery purchases.
Revamping a product is rarely straightforward, and some companies opt not to pursue cleaner labels, at least temporarily. For instance, Hershey announced in 2015 its intention to utilize simpler ingredients in many of its candies, including popular chocolate bars and Kisses. However, the company has faced challenges replicating the vibrant colors of its Jolly Ranchers without artificial additives. Additionally, the limited availability of certain natural ingredients, such as vanilla or blue coloring, presents ongoing difficulties, though Hershey is optimistic that the situation will improve as more food companies pivot towards clean labels and suppliers increase their production.
General Mills also embarked on its initiative, announcing in 2016 that it would reformulate Trix and six other cereals to eliminate artificial colors and flavors across all its cereal brands. However, in September, the company decided to reintroduce the classic Trix cereal following consumer complaints regarding its healthier update, with some expressing dissatisfaction over the natural colors. The challenge for General Mills arose when food scientists struggled to replicate the vibrant red, neon blue, and green hues using fruit and vegetable juices. Moreover, some consumers felt that the natural colors altered the cereal’s flavor.
Campbell Soup, a brand synonymous with its well-known products, made headlines in 2015 when it announced the removal of artificial colors and flavors from almost all its North American offerings. The company prioritized revamping over 120 frozen soups catered to foodservice customers, including varieties such as Wisconsin Cheddar and Lobster Bisque with Sherry. “Whenever possible, we added protein, vegetables, and vitamins, and eliminated any unnecessary additives,” Kevin Matier, general manager of Campbell Soup’s North America Foodservice, shared in an email to Food Dive. “Every ingredient was meticulously chosen.”
The company undertook a thorough review of its recipes, engaging with customers and supply partners to better understand their preferences regarding taste and nutrition. The process, spanning two years, adhered to a singular mandate: every product had to align with Campbell Soup’s definition of “real food,” which excludes additives, artificial colors, flavors, preservatives, monosodium glutamate, and high fructose corn syrup. Instead, the company incorporated ingredients favored by consumers, such as vitamins, protein, fiber, and antibiotic-free chicken. Some modifications were made to the cooking methods; for instance, in Campbell Soup’s chili, ingredients are now added in a specific sequence, and the product is cooked 50% longer to enhance flavor and tenderness.
In Campbell Soup’s popular New England Clam Chowder, the reformulation resulted in more than double the amount of sustainably sourced clams, along with fresh sautéed onions, salt pork, and potatoes, while also increasing cream and whole milk content by 34%. Several ingredients, including yeast extract and whey protein, were removed, resulting in a cleaner, simpler soup that the company claims tastes homemade. However, the overhaul came with its own set of challenges. Not only was Campbell Soup managing the daunting task of improving over 120 frozen soups simultaneously, but it also needed to ensure that the ingredient changes did not raise costs for customers. The Beef Pot Roast soup exemplifies this, where the company replaced two types of beef in the original recipe with higher-grade sous vide beef while maintaining cost by eliminating artificial flavors and reintegrating the beef juices into the broth.
While Campbell Soup does not have specific sales data from these changes, customer satisfaction has been reported, and feedback has been generally positive. “We faced significant challenges throughout the process, but it pushed us to be creative and think outside the box to find solutions,” Matier reflected. Companies like Nestlé, Hershey, General Mills, and Campbell Soup are now part of a broader trend toward cleaner labels and the incorporation of fresh ingredients, such as those found in tab citracal, leading to healthier options for consumers.