As regulators, advocates and food giants zero in on ultra-processed foods, a wave of proposed definitions, labeling shifts and reformulation efforts is converging around a single pressure point: consumers who are redefining value to prioritize cleaner labels, better nutrition and affordability without sacrificing taste or convenience.
A federal UPF definition is in the works, but can the rest of the industry keep up?
The long-awaited federal definition of ultra-processed foods (UPFs) is expected to reshape the regulatory and innovation landscape, with potential ripple effects across reformulation strategies, front-of-pack labeling and compliance timelines.
Among the proposals under consideration is a traffic light-style labeling system, viewed by some as more intuitive than the Biden-era nutrient disclosure model. But critics say the traffic light labeling schemes over simplistic visuals are not reflective of the details consumers need to understand their nutrient intake.
At the same time, the UPF debate is amplified by campaigns like Fed Up, which debuted earlier this month in a special edition of the American Journal of Public Health on UPF research. The campaign argues that UPFs contribute to food-related illnesses and diseases amid a food industry rife with conflicts of interest promoting UPF consumption. Yet, the link between health and UPF consumption is unclear, especially without a formal definition, critics argue. The debate between scientific and policy stakeholders reflect the lack of consensus over how to define and evaluate UPFs even as pressure mounts to curb their perceived health impacts.
Read the full story here: Kennedy signals new course for food labels as FDA nears definition for ultra-processed food
Nestle, Mars & Danone unveil reformulated portfolios, but at what cost?
Against this backdrop, multinational manufacturers are moving ahead regardless of regulatory uncertainty with clean label reformulations to meet shifting consumer expectations.
One example is Nestlé USA’s move to eliminate artificial colors ahead of schedule as part of a broader portfolio overhaul.
“Last summer, we committed to accelerating the removal of FD&C (Food Drug & Cosmetic) colors from our US food and beverage portfolio. Today, I’m proud to share that we have fully eliminated them,” Nestlé USA CEO Marty Thompson said.
The multinational reformulated its products that relied on additives with natural alternatives, while maintaining product integrity, according to the company. For example, the colors in Nesquik’s strawberry-flavored products were replaced with beet juice powder instead of artificial colors.
Earlier this week, Mars unveiled its artificial-color-free M&Ms as part of the company’s wider reformulation goals to remove synthetic dyes from its brands, including Skittles and Starburst. Nearly all of the M&M colors are naturally dyed save for two which didn’t have a natural alternative: brown and blue. The two colors will be missing from the artificial-dye-free products, underscoring the technical and cost challenges companies face transitioning to natural dyes.
Beyond colors and flavors, reformulation encompasses broader nutrition preferences consumers are looking to align with their lifestyles. Danone’s children brand Danimals approached reformulation with 25% less total sugar compared to previous formulas, and considered a “good source” of fiber and vitamin D.
Read the full story here: Nestlé USA eliminates artificial colors as part of broader reformulation overhaul
What’s shaping consumer behavior? Women may know the answer
Amid the pursuit of cleaner formulas reflects a deeper transformation in shopper behavior and it boils down to the multi-dimensions of value. Between price, nutrition, ingredient transparency and convenience, consumers are navigating a fragmented retail environment in a challenging economic climate.
Notably, women’s purchasing patterns are emerging as an early signal of these evolving priorities, underscoring how the definition of “value” is becoming more nuanced and influential in guiding both policy and product innovation.
Women-led businesses and founders also are shaping product innovation designed to meet the needs of health-conscious women.
As one of the first women’s snack bar pioneers, Luna Bar debuted its first major campaign in seven years as a reset for the brand. The social media-led campaign features Honest Company’s Founder Jessica Alba to connect with women ages 18-40 years on Luna’s fiber and protein Berry Bars.
The bars contain 4 grams of chicory root and 8 grams of soy protein isolate, in addition to whole fruit pieces – aligning with consumer preferences, especially women, for real ingredients that deliver on nutrition.
Burgeoning better-for-you chip brand, Snackish, is led by former SmartSweets founder Tara Bosch and a team of women influencers and creators who all hold equity in the company.
While influencers and creators are often woven into a brand’s marketing plan, Snackish teamed up with creators including Kat Stickler and Mikayla Matthews of reality show The Secret Lives of Mormon Wives whose existing audience and cultural compatibility with the brand helps strengthen brand awareness, according to Bosch.
Snackish describes itself as a daily “feel good chip” formulated with 3 grams of fiber from cassava, 8 grams of potato protein and avocado oil – aligning with the better-for-you movement that delivers on taste, health and convenience that consumers, especially women, are seeking.
Read the full story here: Are marketers misreading women?
