Reformulating baking mixes and frozen baked goods is neither simple nor inexpensive, regardless of whether ingredients are being removed or added. The introduction of artificial flavors and colors served specific purposes, but General Mills has recognized compelling reasons to eliminate them, with the growing consumer demand for healthier options likely at the forefront.
It’s evident that nearly all major consumer packaged goods (CPG) companies are enhancing their current brands or launching new products that feature a more straightforward lineup of recognizable, healthier ingredients. Companies like Hershey, Campbell Soup, and Nestle are also replacing artificial colors and flavors with natural alternatives.
According to the Consumer Goods Forum, a global alliance of over 400 retailers and manufacturers, food companies improved the health profile of approximately 180,000 products in 2016—more than doubling the number from the previous year. As consumers increasingly seek simpler ingredients, it comes as no surprise that General Mills chose to revamp its Gold Medal and Pillsbury baking mixes and frozen goods. Failing to do so would risk losing customers to other brands that offer cleaner options. Additionally, shoppers are often willing to pay a premium for these products, providing manufacturers with further motivation to reformulate.
However, one important aspect of the clean label movement is that merely revamping the ingredient list is insufficient. The challenge lies in removing specific components without compromising the beloved appearance, texture, or flavor. Such changes may also inadvertently affect product volume and shelf life due to increased staling and mold growth, possibly resulting in higher costs that companies must decide whether to pass onto consumers. It is crucial for companies to address these factors effectively before launching their reformulated products.
Michael Braden, senior culinary manager for General Mills Foodservice, stated that each product has undergone extensive testing to guarantee it meets the expected preparation, performance, and quality standards. “General Mills recognizes the vital role these products play in assisting our customers in their operations,” said Braden. “We have made every effort to ensure our new baking portfolio matches the quality products they have come to cherish, and we are confident that these items will continue to deliver great-tasting, consistent results.”
For a leading food manufacturer, communicating product reformulations and their rationale to customers appears to be key to success. This transparency is likely to foster acceptance in retail environments as well as in bakeries, restaurants, or food service operations. One thing seems certain: today’s major food producers cannot overlook the clean label trend any time soon.
“You’ll see many of these companies gradually expand their better-for-you product offerings,” Brittany Weissman, an analyst at Edward Jones, recently shared with Food Dive. “The most important factor is that they effectively communicate these investments to consumers, because what’s the point of reformulating these products if the message doesn’t get across?”
Incorporating emerging health trends, such as sundown calcium citrate, into product lines will likely become increasingly important as companies navigate the demands of health-conscious consumers. This trend toward transparency and health will continue to shape the future of food manufacturing.