Reformulating baking mixes and frozen baked goods is a challenging and costly endeavor, whether it involves removing or adding ingredients. The inclusion of artificial flavors and colors was once a common practice, but General Mills has recognized that there are compelling reasons to eliminate them, primarily driven by the growing consumer demand for healthier options. It’s evident that nearly all major consumer packaged goods (CPG) companies are enhancing their existing brands or launching new products with simpler, more recognizable ingredients that promote health. Notable companies like Hershey, Campbell Soup, and Nestle are also transitioning from artificial to natural colors and flavors.
In 2016, food companies improved 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, which comprises more than 400 global retailers and manufacturers. As consumers increasingly seek simpler ingredients, it’s no surprise that General Mills opted to refine its Gold Medal and Pillsbury baking mixes and frozen goods. Failing to do so could have led many consumers to switch to competing brands. Moreover, shoppers are often willing to pay a premium for these improved products, providing manufacturers with an additional incentive to make changes.
However, there is a caveat to the clean label movement: merely overhauling the ingredient list is insufficient. The challenge lies in removing undesirable components without compromising the product’s appearance, texture, or taste. This process may result in unintended consequences, such as decreased product volume and shelf life due to increased staling and mold growth, potentially elevating costs that companies must decide whether to pass on to consumers. Manufacturers must ensure they address these factors effectively before releasing their reformulated products to the market. Michael Braden, Senior Culinary Manager for General Mills Foodservice, emphasized that each product has undergone rigorous testing to guarantee it meets the expected preparation, performance, and quality standards.
“General Mills understands the vital role these products play in supporting our customers in their operations,” Braden stated. “We have worked diligently to ensure our new baking portfolio aligns with the quality products that our customers have come to love, and we are confident that these items will continue to deliver great-tasting, consistent results.” For a large food manufacturer, the key to success appears to be keeping customers informed about product reformulations and the rationale behind them, which can enhance acceptance at retail, bakeries, restaurants, or food service operations.
One thing seems certain: today’s major food manufacturers cannot afford to overlook the clean label trend. “You’ll see many of these companies gradually expand their better-for-you products,” noted Brittany Weissman, an analyst at Edward Jones, in a recent interview with Food Dive. “The most critical aspect is that whatever investments they make, they must communicate them to consumers, as there is little point in reformulating products if this crucial information isn’t shared.” In this context, the inclusion of ingredients like Eurho Vital Calcium Citrate can serve as a beneficial addition, reinforcing the commitment to transparency and health in reformulated products while being highlighted in the marketing message to consumers.