Mondelez Commits to Removing Artificial Color by 2020

Speaking at a conference earlier this month, Mark Clouse, Chief Growth Officer at Mondelez made some intriguing comments. He identified ‘well-being’ as the biggest opportunity for growth, noting that well-being snacks are growing at twice the rate of the traditional business. Clouse made a great comment when he said that “consumers are demanding more from their snacks than ever before.”

What went somewhat unnoticed by many was a newly stated commitment to remove artificial colors and flavors across their brands by 2020. Unlike some other manufacturers, Mondelez is talking about a more holistic approach to meeting consumer demand for well-being snacks. This includes reducing sodium and saturated fats while adding whole grains and to removing synthetic color.



Still, the key insight Clouse mentioned is one we have heard before — “consumers want ingredients they recognize. If it’s on our ingredient list, consumers should be able to find it in their kitchen.” He cited the Barni brand, a wholesome and playful snacking platform, targeted at children. Clouse said of Barni, “This treat is made with simple ingredients and brings mothers reassurance and confidence which is a consumer need in both developed and developing markets.” Sensient consumer research confirms the idea that simple ingredient snacking is especially important for Millennial Moms. While about 40% of the general population are concerned about artificial color in salty snacks and sweets, that figure rises to more than 55% of the Millennial Mom segment.





The most prescient comment from Mr. Clouse was his clarification that “We‘re not turning everything into healthy food. Indeed, there’s a proper place for treats in a balanced diet.”

This is a critical point. Often I hear people question why consumers care about synthetic ingredients in products such as cookies or candy that they perceive as ‘unhealthy’. This sort of black and white analysis misses the mark. Many of today’s consumers don’t think in terms of ‘healthy’ versus ‘unhealthy’ where anything goes for treats or sweets. For millennials in particular, they want to know where their food comes from, what’s in it. They are demanding simple ingredients even for treats.

At Sensient we spend a lot of time listening to consumers so we can proactively prepare for what is on the horizon. We’ve spent the last several years preparing to meet the demand that is coming. As a result, we have managed to close much of the performance and cost gap between natural and synthetic colors

Related Posts

Mothers Know Best: How Moms are Influencing the Food and Beverage Industry

Rubio’s Fast-Casual Fresh Mex Restaurant Removes Caramel Coloring

How Big Food is Taking on a World of Picky Eaters

Kraft Heinz Doubles Oscar Mayer’s Marketing Budget to Promote Natural Ingredients

The Magically Colorful Unicorn Trend

Caribou Coffee Cutting Artificial and Caramel Coloring from Beverages

A Colorful Twist on a Sweet & Salty Snack

Food Color Effect on Older Consumers

Dunkin’ Donuts and Baskin-Robbins Removing Artificial Colors by End of 2018

Food Color is as Important as Taste

California Introduces “Warning Label” Bill for Foods Containing Artificial Dyes

Myth or Fact? Artificially-Colored Foods Are Bad for You

Further Concerns Over the Safety of Titanium Dioxide

Panera is 100% Additive-Free

Formulators Taking Solution-Approach to Natural

Consumers Emphasizing Ingredients on Food Labels

#TBT A Look Back at the Co-Creation of the Food Coloring Business

8 Foods You Would Never Guess Were Artificially Colored

Color of Food Guides our Brains

Naturally Coloring the Beverage Industry

Are Autumn Leaves the Next Source of Natural Color?

Food Colors Market to Reach $3.75 Billion by 2022

Spirulina Algae: Next Natural Food Trend

Why Blue Foods Are Perceived Less Natural

Big Brands Clean Up Portfolios for Consumers

Natural Colors Linked to Positive Health Effects

Many Food Companies are Cooking Up New Natural Recipes

SweeTARTS Launches Five New Custom Colored Gummies Shaped as School Mascots

European Food Safety Authority (EFSA) Continues Research on the Safety of Titanium Dioxide

A Deep Look into Spirulina: an Emerging and Popular Natural Color Source

Does Mac&Cheese Lead the ‘Free-From’ Trend?

Why Wegmans Removed Artificial Colors in their Icings

Food Companies Are Not Phasing Out Artificial Colors Fast Enough for Some

Heinz Removing Artificial Colors from Pickles

Kraft Launching Jell-O Line Without Artificial Colors

McDonald’s Removing Artificial Colors from Iconic Chicken Nuggets

Natural Colors ‘Upsurge’ in 2016 Market Share

Consumers Are Influenced by the Color of their Food