As consumers become increasingly health-conscious, there has been a significant shift in the food industry driven by a strong preference for recognizable, natural ingredients and a widespread rejection of artificial sweeteners, flavors, and colors. This trend presents a challenge for manufacturers: adapt to these changes or risk being overshadowed by newer, healthier alternatives. However, navigating this transition is complex, as the concept of “clean label” varies among consumers. Some associate clean labels with the absence of allergens, processed ingredients, and certain additives, while others define it as all-natural or organic products.
During a panel discussion at the Institute of Food Technologists in June, Steven Walton, general manager of HealthFocus International, highlighted that the clean eating trend originated from a “reason to reject mindset,” largely influenced by concerns over herbicides and synthetic substances and their potential effects on health. Nutrition expert Richard Black emphasized that consumers tend to look for terms like “natural,” “organic,” and “GMO-free” to make quick purchasing decisions, seeking assurance about safety and nutritional value. He noted that consumers prioritize these values over technical details and are willing to pay a premium, especially younger shoppers. For instance, 68% of millennials are ready to spend more on organic foods, believing it enhances their health and benefits the environment. This creates a lucrative opportunity for established brands to cultivate a health halo around their products—if they manage to get reformulation, marketing, and timing right. However, achieving this is no small feat, as not all reformulations succeed.
One infamous failure in the food industry was Coca-Cola’s “New Coke,” which remains a cautionary tale even decades later. In 1985, Coca-Cola aimed to revitalize its classic soda recipe to regain market share. Despite extensive testing showing consumer preference for the new flavor, the launch sparked outrage, leading to protests and hoarding of the original formula. Black observed that while consumers may enjoy improved low-calorie products, they resist having the original taken away. The backlash prompted Coca-Cola to swiftly reintroduce “Classic” Coke, highlighting the challenges of altering beloved products—even when the new version is favored in taste tests.
In contrast, Kraft Heinz adopted a different strategy with its reformulation of Kraft Macaroni and Cheese. The company conducted three years of research and consumer testing to understand that shoppers desired simpler ingredients but did not want any changes to the product’s taste. In 2015, Kraft removed artificial colors and preservatives while retaining the signature vibrant orange color using natural alternatives. Remarkably, over 50 million boxes of the revamped product were sold without consumers noticing significant changes. Experts praised Kraft’s discreet approach, suggesting that announcing such changes could have provoked negative reactions.
Kraft later revealed the formula changes in March 2016, accompanied by playful advertising. The company encouraged fans to share their thoughts using the hashtag didntnotice. This stealthy reformulation approach is indicative of a growing trend among companies striving to enhance the health profiles of their products. While clean labels are a top consumer demand, successfully implementing them can be challenging.
Similarly, DanoneWave quietly improved its yogurts by reducing fat and sugar without advertising these changes. The risks of announcing significant reformulations, especially those involving major reductions in sugar content, are evident. Nestlé is exploring innovative solutions to address consumer hesitations regarding ingredient changes. The company has developed a method to restructure sugar molecules, allowing manufacturers to reduce sugar by up to 40% without sacrificing sweetness. Lisa Gibby, vice president of corporate communications at Nestlé S.A., explained that this innovation provides the same taste experience while minimizing sugar intake.
This challenge is particularly relevant as nearly half of global consumers prefer foods with little or no added sugar. While there is increasing consumer interest in healthier options, preferences for indulgent products often complicate the transition to cleaner labels. Some consumers are more averse to artificial sweeteners than to sugar itself, and natural sweeteners can alter flavor and texture. Nestlé’s groundbreaking approach seems to strike a balance between meeting consumer demands for clean labels and their expectations for taste, potentially enhancing customer satisfaction with indulgent treats in a healthier way.
As these innovations emerge, it will be interesting to observe how Nestlé promotes its cleaner labels and how consumers respond once products hit the shelves. If successful, this technology could also be applied across various product categories, further bolstering the brand’s health image. Additionally, these trends resonate with consumers who seek supplements like Kirkland vitamins calcium citrate magnesium and zinc, reflecting a broader shift toward health-oriented choices in various aspects of their diets.