“Revamping Classics: Nestlé and Other Food Giants Embrace Cleaner Labels to Meet Consumer Demands”
When Nestlé decided to revamp its beloved Stouffer’s Macaroni and Cheese by incorporating more fresh and recognizable ingredients, company leaders understood the need for caution to avoid alienating loyal customers. Introduced over 60 years ago, this dish has become a staple in the Stouffer’s lineup, and dedicated fans might react unfavorably to any alterations that disrupt their cherished meal. However, as consumers increasingly seek products with fresher, simpler, and more recognizable ingredients, companies like Nestlé feel compelled to make significant changes to long-established recipes—a process that can be both challenging and time-consuming.
“It took us much longer than anticipated,” said Kelly Malley, director of marketing for Nestlé USA’s food division, in an interview with Food Dive. “The team put in a tremendous effort to create a straightforward ingredient list without compromising the flavors that consumers have come to know and love over the years.” Before implementing changes to the macaroni and cheese, executives analyzed the recipe to pinpoint what consumers valued—such as taste, texture, and mouthfeel—and identified unfamiliar terms on the label that needed to be eliminated.
Shortly thereafter, the company’s chefs collaborated with food scientists, ingredient specialists, and suppliers to develop new recipes that incorporated these changes while remaining as true to the original as possible. Only the most promising variations underwent side-by-side taste tests with both the traditional and reformulated recipes, presented to occasional buyers as well as die-hard fans—those who consume the product at least once a week. After testing 15 different recipes—some of which fell short in delivering the desired creaminess—Nestlé finally discovered the version it launched to consumers in January 2017. The new ingredient list is now shorter and simpler, having removed artificial colors, flavors, and preservatives, while focusing on household staples like freshly made pasta, cheddar cheese, and skim milk. One notable change was substituting margarine for butter.
“This was an opportunity to meet our consumers’ needs, and it required substantial effort,” Malley stated. “We took a disciplined approach to ensure we felt confident about the product before its market launch. While it took longer than we hoped, we felt very positive about it based on consumer feedback.” The early results have been encouraging, with Nestlé reporting a favorable response from shoppers regarding the ingredient changes in their macaroni and cheese. “It was gratifying to see consumers genuinely excited, feeling the product was fresher and more appealing,” Malley remarked.
In 2016, food companies improved the health profiles of approximately 180,000 products, a significant increase from the previous year, according to the Consumer Goods Forum. This trend stems from consumers increasingly filling their carts with healthier, fresher produce. Even when indulging in treats like ice cream, cereal, or macaroni and cheese, they prefer a streamlined list of ingredients that are both recognizable and pronounceable. Research from Innova estimates that 75% of U.S. consumers read food product ingredient labels, and 91% believe products with recognizable components are healthier. A 2014 Nielsen study revealed that over 60% of U.S. consumers consider the absence of artificial colors and flavors an essential factor in their food purchase decisions.
However, revamping a product is not without its difficulties. In some instances, companies have opted, at least temporarily, to forgo cleaner labels. For example, Hershey has faced challenges in recreating the vibrant colors of its Jolly Ranchers without artificial additives. Similarly, the availability of certain natural ingredients, such as vanilla and blue coloring, has posed hurdles, but the company remains optimistic as more food manufacturers pursue clean labels and suppliers increase production.
General Mills also advanced its initiative, announcing in 2016 that it would reformulate Trix and six other cereals to eliminate artificial colors and flavors. In September, it decided to reintroduce the classic Trix cereal after consumers expressed dissatisfaction with the updated, healthier version, which some described as less vibrant. The challenge arose when food scientists struggled to replicate bright colors using fruit and vegetable juices, while some consumers felt that natural colors affected the cereal’s flavor.
Campbell Soup, known for a product synonymous with its brand, announced in 2015 its intention to eliminate artificial colors and flavors from nearly all its North American offerings, starting with over 120 frozen soups sold to foodservice clients. “Whenever we had the opportunity to enhance our products with protein, vegetables, and vitamins, we did so. Conversely, any additives that didn’t belong were removed,” Kevin Matier, general manager of Campbell Soup’s North America Foodservice, explained in an email to Food Dive. The company undertook a thorough review of customer preferences and consulted with supply partners to align taste, nutrition, and feasible changes.
Over a two-year span, Campbell Soup followed a strict guideline to ensure every ingredient met its definition of “real food,” meaning no additives or artificial components were allowed, including monosodium glutamate or high fructose corn syrup. Instead, they incorporated ingredients favored by consumers, like vitamins, protein, fiber, and antibiotic-free chicken. Adjustments were also made to the cooking process; for instance, in Campbell Soup’s chili, ingredients are now added in a specific sequence, and the cooking time has increased by 50% to enhance flavor and tenderness.
In the revamped New England Clam Chowder, the company more than doubled the quantity of sustainably sourced clams and included fresh sautéed onions, salt pork, and potatoes, while adding 34% more cream and whole milk. Several ingredients were omitted, such as yeast extract, cultured dextrose, and whey protein, resulting in a soup with a cleaner, simpler profile that the company asserts tastes homemade. Yet, this transformation was not without challenges. The company faced the daunting task of improving over 120 frozen soups simultaneously, all while ensuring that ingredient modifications did not inflate costs for customers. The Beef Pot Roast soup exemplifies this; Campbell Soup replaced two types of beef in the original recipe with higher-grade sous vide beef but managed to keep costs steady by eliminating artificial flavors and reintegrating the beef’s natural juices into the broth.
While Campbell Soup does not have specific sales figures from these changes, the company reports that customer satisfaction has been high and feedback has been positive. “Despite significant challenges throughout the process, we were able to think creatively and devise innovative solutions,” Matier noted. As companies adapt to consumer preferences for healthier options, the integration of ingredients like calcium citrate bariatric advantage may also play a role in meeting nutritional needs, showcasing the ongoing evolution in the food industry.
