Nestlé, Danone and Muscle Milk’s approach to reformulation reflects a broader shift away from “free-from” and “reduced” ingredients, to a complete overhaul without compromising organoleptic characteristics.
The task is, to say the least, no easy feat.
Reformulation, once targeting sugar, salt and fat reduction, now extends into ingredient processing, nutritional values and transparency. Across categories, reformulation communication consists of “healthy enough,” better-for-you and permissible indulgence – where health remains the underlying message regardless of marketing.
But fundamental challenges threaten the new direction, including whether processing helps or hinders food safety and nutrient-density.
Are UPFs healthy or harmful? The debate continues
Industry stakeholders and state regulators are divided about whether ultra-processed foods are safe or nutritious.
Science and nutrition experts argue processing remains an integral part of nutrient fortification, shelf stability and affordability – and a formal definition of UPFs could help clearly determine health impacts. States also are looking into their own definitions ahead of the FDA, like California’s AB 2244 which proposed a “California Certified” non-UPF label that manufacturers can voluntarily place if they meet the state’s requirements.
While a formal UPF definition could simplify compliance across all 50 states depending on the scope of the guidance, critics argue it could also spark significant disruption across the food system and risk consumer access to affordable nutrition.
Yet, despite the debate, brands big and small are cleaning up their labels to align with consumers’ evolving health goals ahead of FDA’s anticipated UPF definition.
Nestlé removes artificial colors across its portfolio
Last week, Nestlé USA accomplished its goal of removing all Food, Drug & Cosmetic colors from its portfolio ahead of schedule. The milestone is part of the company’s broader 2026 reformulation and transparency initiatives. Nestlé achieved this by removing or replacing artificial colors and some additives with natural alternatives.
For example, its strawberry-flavored Nesquik offerings were reformulated with beet juice powder instead of artificial colors.
Beyond colors, Nestlé updated its ingredient list for several of its brands, including a simplified ingredient deck for Natural Bliss creamers that contains four ingredients – milk, cream, sugar and natural flavor. The company reiterated that its Libby’s canned pumpkin contains 100% pumpkin and California Pizza Kitchen frozen pizzas contain real cheese, no artificial flavors and preservative-free crusts.
Danone tees up Danimals reformulation with fortification
Danone’s reformulation strategy for its children’s brand Danimals encompasses a nutrient fortified recipe, refreshed identity and nutrition education campaign.
Danimals’ smoothies now contain 25% less total sugar compared to the prior recipe and are free from artificial flavors, colors and high-fructose corn syrup. The formula is considered a “good source” of fiber with 3 grams of the nutrient, in addition to being a good source of vitamin D and calcium.
Muscle Milk aims for simplicity and nutrient density
Prior to its ambitious reformulation to reach a wider audience, Muscle Milk was known for its protein-rich RTD drinks in the sport nutrition space. As the protein boom poured into different usage occasions, the brand revisited its formula to capture a wider protein-focused audience and remain relevant beyond sports nutrition.
At the core of Muscle Milk’s Pro reformulation is ultra-filtered milk where the previous formula contained a blend of milk-derived proteins. Ultra-filtered milk concentrates protein content and simultaneously boosts protein levels, reduces lactose and simplifies the label, according to the brand.
The updated Pro line offers 42 or 26 grams of protein in four flavors to align with a broader audience while still holding its core consumer base – and in roughly the same price range as the previous Pro line.
Reformulation: Rethinking recipes for a changing world
Whether brands are reformulating to align with consumers’ health goals or to stay ahead of state and federal policies, or both, it’s clear that the shift is possible, but no easy feat.
Bakery & Snacks’ upcoming broadcast, Reformulation: Rethinking recipes for a changing world, features dynamic perspectives on the practical aspects of reformulation from PepsiCo, Food and Drink Federation Scotland, European Snacks Association, American Bakers Association and 210 Analytics.
The event broadcasts live on June 25 at 10:00 am ET / 2 pm GMT. Attendance is free with registration. Click here to reserve your spot and check out more details about the event.
