“Addressing Endocrine Disruptors: The AAP’s Call for Safer Ingredients in Food and Packaging”
The AAP is particularly focusing on substances that may disrupt the endocrine system during early development, a critical period when the developmental programming of organ systems is “vulnerable to permanent and lifelong disruption.” The organization’s policy statement highlighted that many of the over 10,000 chemicals currently present in food and packaging were allowed to remain in use due to grandfathering provisions established before the 1958 Food Additives Amendment to the Federal Food, Drug, and Cosmetic Act, with nearly 1,000 passing through the GRAS process without FDA clearance.
While numerous consumer packaged goods (CPG) companies are gradually eliminating artificial food additives, such as colors and flavors, as well as preservatives and artificial sweeteners, some still depend on GRAS-designated ingredients for specific purposes. Identifying alternatives may be a challenging and expensive endeavor, but ultimately, it could enhance consumer trust in products or packaging when they are made with naturally sourced ingredients instead of synthetic ones. For food and beverage manufacturers still working towards eliminating chemical additives, it is advisable to start this transition now rather than face the higher costs of catching up later, especially when considering changes like adopting a natural color or switching to BPA-free packaging.
The process of reformulating from artificial to natural colors can be neither cheap nor simple; however, consumers often show a willingness to pay a premium for products featuring these natural ingredients. A 2014 Nielsen study found that over 60% of U.S. consumers regarded the absence of artificial colors and flavors as a significant factor in their food purchasing decisions. Nevertheless, this shift has its challenges. Achieving a match between artificially sourced colors and natural alternatives can be difficult, and consumers accustomed to artificial hues may not embrace the new natural colors. This was the case for General Mills last year when it transitioned Trix cereal to naturally sourced colors; consumers expressed nostalgia for the brighter artificial colors, labeling the new ones as dull. Consequently, the company reverted to its original formulation and offered both versions.
In addition to its recommendations for the FDA, the AAP provided several suggestions aimed at pediatricians, as reported by Food Navigator. These include advising patients to consume fresh or frozen fruits and vegetables whenever possible, avoiding processed meats—especially during pregnancy, washing hands and produce prior to consumption, and avoiding products with recycling codes 3, 6, and 7, which indicate the presence of phthalates, styrene, and bisphenols, unless these items are labeled as “biobased” or “greenware.”
To attract health-conscious parents, food and beverage manufacturers might consider incorporating these recommendations into their marketing strategies. However, it is crucial for brands to refrain from making unsubstantiated claims. For instance, if a company falsely implies that its product is endorsed by pediatricians, it could draw unwanted scrutiny from the FDA and damage consumer loyalty. In this context, the inclusion of a calcium citrate formula could also be highlighted as a beneficial aspect of their products, reinforcing their commitment to health and safety.
