Removing artificial colours and flavours is no longer a niche practice — it has become an industry-wide movement. As DairyReporter reports, Nestlé, Danone and Muscle Milk illustrate a broader shift away from ‘free-from’ and ‘reduced’ ingredients toward complete reformulation without compromising organoleptic characteristics.

Reformulation, once focused on sugar, salt and fat reduction, now extends into ingredient processing, nutritional values and transparency. Communication around it spans ‘healthy enough’, better-for-you and permissible indulgence — with health as the underlying message regardless of the marketing framing. A fundamental tension remains: whether processing helps or hinders food safety and nutrient density.

UPFs — healthy or harmful?

Industry stakeholders and regulators are divided on whether ultra-processed foods are safe or nutritious. Science experts argue processing is integral to nutrient fortification, shelf stability and affordability. California’s AB 2244 has proposed a voluntary ‘California Certified’ non-UPF label ahead of an anticipated FDA definition. Despite the debate, brands large and small are cleaning up labels to stay ahead of evolving consumer expectations and pending regulation.

Nestlé removes artificial colours across its portfolio

Nestlé USA achieved its goal of removing all Food, Drug & Cosmetic colours from its portfolio ahead of schedule, replacing them with natural alternatives. Strawberry-flavoured Nesquik products were reformulated with beet juice powder. Natural Bliss creamers now carry a four-ingredient deck — milk, cream, sugar and natural flavour. Libby’s canned pumpkin is confirmed 100% pumpkin; California Pizza Kitchen frozen pizzas carry real cheese, no artificial flavours and preservative-free crusts.

Danone reformulates Danimals with nutrient fortification

Danone’s Danimals smoothies now contain 25% less total sugar, are free from artificial flavours, colours and high-fructose corn syrup, and deliver 3g of fibre alongside vitamin D and calcium. The reformulation is paired with a refreshed brand identity and a nutrition education campaign.

Muscle Milk pursues simplicity and nutrient density

Muscle Milk’s Pro reformulation centres on ultra-filtered milk, replacing a blend of milk-derived proteins. Ultra-filtration concentrates protein, reduces lactose and simplifies the label. The updated Pro line offers 42g or 26g of protein in four flavours — aimed at a broader protein-focused audience while retaining its core consumer base at roughly the same price point.

Source: DairyReporter