Why simpler food labels require sophisticated innovation

Consumers are demanding simpler food labels, but they still expect excellent taste, texture, nutrition, consistency, and affordability. Manufacturers face a complex challenge as these expectations arrive simultaneously, with little tolerance for trade-offs. A familiar ingredient list cannot make up for poor taste, and better nutrition won't keep customers coming back if the product is too expensive or has the wrong texture.

Recent ADM research shows that 70% of consumers globally choose products with recognizable ingredients, while 58% favor shorter ingredient lists. This narrow window leaves little room for error. Reformulation can impact sourcing, production efficiency, costs, time to market, and customer loyalty. The challenge lies in striking a balance between simpler labels, improved nutrition, desirable products, and affordable prices.

To achieve this, companies must consider how ingredients interact as a system and consider production and scale during development. Food ingredients often serve multiple purposes, so changing one element may require adjustments throughout the product. For example, sugar sweetens, affects texture, structure, browning, and moisture.

Reducing sugar may require rebalancing sweetness and texture. Color adds appeal but must remain stable during production and shelf life, while proteins, fibers, fats, and starches influence nutrition, mouthfeel, and production simultaneously. Before selecting ingredients, teams should agree on the product's goals and acceptable trade-offs.

A focus on the complete product, rather than individual reformulation projects, ensures successful development and commercialization. Leaders should identify where simpler labels can strengthen the business, fund the full path to market, and create clear ownership across functions. By taking a holistic approach, companies can better meet evolving consumer expectations and build lasting capability in formulation and commercialization.