Reformulating baking mixes and frozen baked goods presents challenges that are both complex and costly, regardless of whether an ingredient is being removed or added. Artificial flavors and colors were initially included for specific reasons, but General Mills has recognized the compelling need to eliminate them, largely driven by growing consumer demand for healthier options. It’s evident that nearly all major consumer packaged goods (CPG) companies are either enhancing their existing brands or launching new products that feature simpler, more recognizable, and healthier ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also replacing artificial colors and flavors with natural alternatives.
According to the Consumer Goods Forum, a global network of over 400 retailers and manufacturers, food companies improved the health profiles of approximately 180,000 products in 2016, a significant increase from the previous year. With more consumers seeking simpler ingredient lists, it is understandable that General Mills opted to refine its Gold Medal and Pillsbury baking mixes and frozen baked goods. The risk of losing customers to other brands that offer cleaner labels was likely a strong motivator. Additionally, shoppers are willing to pay a premium for these improved products, providing manufacturers with further incentive to make the switch.
However, there is a critical caveat in the clean label movement: merely changing the ingredients list is insufficient. The challenge lies in removing unwanted elements without compromising the beloved appearance, texture, or taste of the products. Such modifications could lead to unforeseen consequences, such as decreased product volume and shorter shelf life due to increased staling and mold growth—potentially resulting in higher costs that manufacturers might have to pass on to consumers. Companies must ensure that they have addressed all these factors before introducing their reformulated products to the market.
Michael Braden, Senior Culinary Manager for General Mills Foodservice, emphasized that each product has undergone extensive testing to guarantee it meets the expected preparation, performance, and quality standards. “General Mills understands the significant role these products play in supporting our customers in their operations,” Braden stated. “We have made every effort to ensure our new baking portfolio aligns with the high-quality products that our customers have come to trust, and we are confident that these products will continue to deliver great-tasting and consistent results.”
For leading food manufacturers, the key to success lies in keeping consumers informed about product reformulations and the reasoning behind them. This transparency is likely to foster acceptance at retail locations or within bakery, restaurant, or food service operations. One certainty, at least for now, is that today’s major food producers cannot afford to overlook the clean label trend any longer. “You’ll see many of these companies gradually expand their healthier product lines,” noted Brittany Weissman, an analyst at Edward Jones, in a recent discussion with Food Dive. “What’s crucial is that they communicate these investments to the consumer; otherwise, what’s the point of reformulating these products?”
Moreover, as the industry evolves, the integration of ingredients such as OTC calcium citrate may also become commonplace in reformulated products, appealing to health-conscious consumers. This trend will likely continue, with more brands aiming to enhance their offerings while maintaining the flavor and quality that customers expect.