Clean labels have shifted from being a trend to becoming a standard expectation. Numerous emerging food companies are entering the market with built-in clean label credentials, placing pressure on established brands to adapt. However, for these legacy companies, making such changes can be a challenging and costly process.
Not long ago, it was primarily the responsibility of consumers to scrutinize ingredient lists. But with chains like Panera Bread and Whole Foods publishing extensive lists of prohibited ingredients, and even mainstream fast-food chains such as McDonald’s moving towards simpler food options, the responsibility has now largely shifted to the companies. The trend to eliminate artificial colors, flavors, preservatives, and high fructose corn syrup, while adopting practices like cage-free egg sourcing and antibiotic-free chicken, has become imperative for food manufacturers.
So, which ingredients are typically the first to be removed when companies aim to “clean up” their products? According to Tamara Barnett, vice president of strategic insights at The Hartman Group, the consumer-driven nature of this movement means that the ingredients targeted for removal often reflect consumer demands. “The answer is really very category-specific, which is why it’s hard to compile a definitive list of ingredients,” she explained to FoodDive. Producers of children’s products, for instance, tend to focus on eliminating a wider range of ingredients, including artificial sweeteners, colors, flavors, and preservatives, treating them all with equal importance. In contrast, other manufacturers might prioritize the removal of less popular ingredients like artificial sweeteners.
For established brands, effectively communicating these changes to consumers accustomed to specific food appearances and tastes poses a significant challenge. “Iconic brands walk a fine line. They have created a familiar food experience but must now align with new expectations,” Barnett noted. “Often, consumers already perceive these products as being made with simple ingredients, so loudly proclaiming the removal of high fructose corn syrup and soy lecithin may not be the best approach.”
As a growing number of consumers express a preference for simpler foods with easily understandable ingredient lists, having a clean label has become a necessity for manufacturers rather than a mere option. This shift has also affected products like Citracal Petites, available on Amazon, which need to align with these evolving consumer preferences. The challenge of reformulating products to meet these clean label standards is significant, particularly for well-established brands that must navigate consumer perceptions while embracing transparency in their ingredient sourcing.
In summary, as the clean label movement continues to influence the food and beverage industry, the focus on eliminating specific ingredients will play a crucial role in reformulating products to meet consumer expectations and demands.