Navigating the Clean Label Challenge: Balancing Consumer Expectations and Food Safety in the U.S. Food Industry
Americans have high expectations when it comes to food. They desire meals that are not only delicious and healthy but also portable, satisfying, and made without questionable ingredients. Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, asserts that this presents a significant challenge for food and beverage manufacturers. With over four decades of experience in the industry and exposure to consumers in less affluent nations, he finds U.S. consumers particularly demanding. “The U.S. population is an elitist population,” Clemens told Food Dive. “They want something they can comprehend, they want affordability, they seek nutrition, they desire benefits, and they want safety. They want it all. It’s intriguing that they embrace technology in nearly every aspect of their lives except food. To me, that’s somewhat contradictory.”
As food technology progresses, the American quest for the ideal meal, coupled with regulatory demands for enhanced nutrition in processed foods, has led to the introduction of various preservatives, colorings, flavorings, and chemicals designed to make food more appealing, affordable, shelf-stable, and enjoyable. However, the transparency movement has prompted Americans to scrutinize food labels more closely, raising concerns about additives and pushing consumers to seek alternative options. While some ingredients on labels may be harmless or even entirely natural, consumers increasingly regard chemical-sounding names as red flags.
According to Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, companies are becoming more cautious about including items like dough conditioners on their ingredient lists. “Regulations dictate that if a dough conditioner is used, it must be labeled as such, often accompanied by a chemical name that doesn’t align with the clean label image many companies aim for,” she explained. This concern persists despite the functional roles of certain ingredients, such as emulsifiers that aid in large-scale production or items like vitamin C appearing as “ascorbic acid” on labels. If consumers do not understand these terms, they may avoid purchasing the product, which can significantly impact a company’s financial performance.
Experts note that achieving a clean label on food products is a complex and risky endeavor. Finding a way to create products that meet consumer demands for healthiness, taste, and simple ingredient lists is no small task, but it is a challenge that manufacturers must confront in today’s market. Jonathan Davis, senior vice president of research and development at LaBrea Bakery and Otis Spunkmeyer, shared with Food Dive, “We seem to be in a continuous cycle of redeveloping and updating our foods across all our brands. It feels like a never-ending process.”
While many agree that clean labels are transforming the food industry, there is no universal consensus on what constitutes a clean label. What one manufacturer considers a clean label might be viewed as needing significant improvement by another. “People often assume that clean label and healthy are interchangeable,” noted Justin Prochnow, an attorney specializing in food regulations at Greenberg Traurig LLP. “However, they do not always convey the same meaning.”
La Brea Bakery’s commitment to clean labels included non-GMO certification for all its products, a basic requirement for the niche it serves, according to Davis. In contrast, Otis Spunkmeyer’s transition to clean labeling has been more complex. The bakery has implemented a “no funky stuff” initiative, replacing artificial colors and flavors, as well as chemical sweeteners like high fructose corn syrup, with alternative ingredients. Given its wide range of products—including consumer packaged goods for retailers and easily prepared items for foodservice and fundraising—the bakery finds that reformulating is a lengthy and ongoing task, starting with cookies and gradually addressing other offerings.
Davis emphasized the focus on simplifying ingredient declarations while maintaining sensory appeal. “It’s all about simplifying these formulas while preserving the sensory experience,” he said. “It seems that once a reformulation is completed, you’re back at it for various reasons.”
Rogers highlighted that many of her startup clients, who initially crafted their natural and organic products in their own kitchens, face challenges as production scales up. To enhance large-scale production or prolong shelf stability and freshness, ingredients like emulsifiers and conditioners may be added to the original kitchen recipes. Some companies have instituted training programs to teach their teams how to produce without chemicals, with mixed results. “Sometimes the training is effective, but at other times, the losses are too significant, necessitating a different formulation,” she explained.
As consumers increasingly scrutinize labels, they are becoming more informed about the contents of their food. However, Clemens argues that this knowledge is often incomplete. He notes that many individuals, including those within the scientific community, turn to “Dr. Google” for food information instead of relying on credible sources. “I have advised many of my clients that education is crucial, and effective communication is essential,” he stated. “The challenge lies in the fact that general consumers tend to trust non-credentialed individuals more than those with credentials. Everyone has a level of suspicion. Even reputable organizations like the International Food Information Council, which strive to provide clear, evidence-based information, are met with skepticism from consumers who question their trustworthiness.”
Consumers often prefer products with straightforward labels that lack chemical-sounding names, but this desire is not always met. The FDA imposes strict labeling regulations that dictate how various items must be described. Moreover, natural ingredients and extracts must undergo rigorous testing to ensure safety, especially since seemingly harmless items, like grape skins, can contain concentrated chemicals with significant effects.
Clemens pointed out that ingredient labels can sometimes make natural ingredients appear less appealing to consumers. The names of naturally occurring chemicals extracted from fruits and vegetables might be what consumers see on labels. Additionally, ingredients that have not completed the full FDA review process may still be used but are often classified as “additives.”
Davis has observed that consumers have exceptionally high expectations. As ingredient labels have evolved, he receives inquiries from consumers about various items included in flour and its enrichment process. However, he reports more questions than complaints.
For labels to evolve, consumers must be open to changes in their favorite products. Natural colors often lack the vibrancy of artificial alternatives, and removing certain conditioning additives can alter texture. Reducing sugar and salt content can also affect taste. Clemens used strawberry ice cream as an example, noting that while consumers typically envision bright pink scoops with a strong berry flavor, a clean label version would likely be pale pink or white due to the absence of artificial dyes. This change in appearance and flavor profile may lead some manufacturers to consider using more berries, which could necessitate additional emulsifiers—compounding the challenge of finding acceptable emulsifiers with non-chemical-sounding names.
“The reality is that the food supply is evolving, and consumer perceptions of strawberry ice cream must adapt,” Clemens stated. “The question is whether they will accept a white-colored ice cream. I believe the answer will be yes.”
Prochnow noted that while there are indeed clean-label products that taste good, some reformulations prioritize ingredient lists over palatability. “It surprises me how often companies overlook taste,” he remarked. “They emphasize the quality of the ingredients, but if the product is unpalatable, consumers will not be inclined to try it again, regardless of its ingredients.”
The push to reduce sugar has led to an increased use of natural sweeteners like stevia, which do not replicate the taste of sugar. For Otis Spunkmeyer and LaBrea Bakery, sweeteners themselves have not posed significant issues. Instead, Davis identified ingredient suppliers—many of whom are resistant to altering their processes or sources—as the primary challenge. “The biggest hurdle we’ve encountered is finding the right ingredients and partners for these large initiatives,” he said. “Sometimes our existing suppliers, entrenched in their routines, are reluctant to engage in such changes.”
Davis has experienced mixed outcomes with his suppliers. Some are more willing to adapt due to the broader clean label movement, while others remain hesitant, forcing him to seek new suppliers capable of providing non-GMO products in required quantities. The most significant challenge has been sourcing cheese for certain bread products. To achieve non-GMO certification, dairy cows must be fed non-GMO feed. The bakery has identified a new cheese supplier, but the new cheese must first age before being incorporated into products. Once it is used, Davis anticipates noticeable changes in both appearance and taste.
Cleaning up labels can also require more effort than anticipated. While reformulating Otis Spunkmeyer products, Davis needed not only naturally sourced margarine but also naturally sourced beta carotene. Clemens warned that as the clean label movement gains momentum and online advocacy against processed foods intensifies, a crucial aspect may be overlooked: “Food is processed for safety and to ensure nutritional value is preserved,” he said. “If we pursue clean labeling at the expense of safety and nutritional integrity, we risk creating a generation vulnerable to nutritional deficiencies.”
Products like flour and cereals have historically been fortified with vitamins and minerals to promote health, a practice that has largely eliminated deficiencies seen in previous generations. Both Davis and Rogers believe that as more manufacturers adopt clean labels, the reformulation process is becoming more manageable. “We’re improving continuously,” Davis remarked. “Once we have a range of tools at our disposal—natural colors and flavors that are approved—the adjustments become less daunting. For example, we can now incorporate vanilla extract across various products with confidence.”
In this evolving landscape, products like Citracal 250mg 120 tablets exemplify the growing consumer demand for health-focused options that prioritize transparency and simplicity, reflecting the aspirations of modern American consumers seeking both safety and nutritional value in their dietary choices.
