Millennial Moms Want Food/Beverage Transparency, And Are Increasingly Getting Just That

CPG food and beverage brands are increasingly aware that health-conscious Millennial consumers are concerned about the ingredients in the products they buy, and where they came from. Even companies like healthy beverage producer AquaBall, which introduced a novelty round-shaped package several years ago, concluded that the ingredients list was more important than package shape. To remove preservatives, it had to switch to a process that precluded the round shape. It ended up with oval. A large number of CPG firms are cleaning up their nutrition panels by reducing the overall number of ingredients, and particularly preservatives, artificial flavors and colors, and even strange-sounding but natural substances. “Transparency is the coin of the realm,” said Campbell Soup CEO Denise Morrison recently.