When consumers look at your ingredients lists, what do they see? Hopefully five items or less, says Eliseo Barcas, Sales and Marketing VP at TetraPak USA.
Today’s consumers are driven to purchase the cleanest, simplest foods, says Barcas. At the same time, new FDA labeling mandates require brands to declare added sugars and other ingredients.
Barcas cites food writer Michael Pollan, who suggests recognizable, pronounceable ingredients–and as few of them as possible–can help a brand build consumer trust.
In addition to reformulation and using plain language, another approach Barcas suggests is to emphasize what foods are free from, such as gluten, trans-fats, and GMOs.