“Navigating the Challenges of Reformulating Baking Products: The Shift Towards Healthier Ingredients and Clean Labels”
Reformulating baking mixes and frozen baked goods presents considerable challenges and expenses, whether ingredients are being removed or added. The inclusion of artificial flavors and colors was not arbitrary; however, General Mills has recognized the pressing need to eliminate them, driven primarily by a growing consumer demand for healthier options. It’s evident that nearly all major consumer packaged goods (CPG) companies are enhancing their existing brand portfolios or launching new products that feature a simplified list of recognizable, healthier ingredients. Companies like Hershey, Campbell Soup, and Nestlé are also replacing artificial colors and flavors with natural alternatives.
In 2016, food manufacturers improved the health profiles of approximately 180,000 products, a significant leap of over 100,000 from the previous year, according to the Consumer Goods Forum, which encompasses a global network of more than 400 retailers and manufacturers. As consumers increasingly seek simpler ingredients, it is no surprise that General Mills chose to revamp its Gold Medal and Pillsbury baking mixes and frozen goods. Failing to do so would likely have driven consumers to alternative brands that offer cleaner options. Additionally, shoppers are often willing to pay a premium for these improved products, providing manufacturers with further motivation to make changes.
However, the clean label initiative is not without its challenges. Simply overhauling the ingredient list is insufficient; the key lies in removing undesired components without compromising the appearance, texture, or flavor that customers cherish. This process may inadvertently lead to issues such as reduced product volume and shorter shelf life due to increased staling and mold growth, which could result in higher costs that companies must decide whether to pass on to consumers. Therefore, it is crucial for manufacturers to ensure that all aspects are addressed before launching their reformulated products. Michael Braden, senior culinary manager for General Mills Foodservice, noted that each product has undergone extensive testing to guarantee it meets the preparation, performance, and quality expectations of consumers.
“General Mills understands the significant role these products play in supporting our customers in their operations,” stated Braden. “We have made every effort to ensure our new baking portfolio aligns with the quality products they have come to love, and we are confident that these products will continue to yield great-tasting, consistent results.”
For major food manufacturers, effective communication with customers regarding product reformulations is essential for success. Acceptance at retail locations, as well as in bakeries, restaurants, or food service operations, is more likely to follow. One thing is certain: today’s leading food companies cannot afford to overlook the clean label trend in the foreseeable future.
“You’ll see many of these companies gradually expand their healthier product lines,” Brittany Weissman, an analyst at Edward Jones, recently shared with Food Dive. “The most crucial factor is that whatever these investments entail, they must be communicated to the consumer; otherwise, what is the point of reformulating these products?”
In the context of dietary supplements, it’s worth mentioning that products like Kirkland calcium citrate exemplify the growing trend towards transparency and health-focused ingredients, reinforcing the importance of clear communication in the reformulation process. Such examples highlight the industry’s shift toward better-for-you options, a trend that companies must embrace to meet evolving consumer expectations.
