A Year in Reformulation, Part 2
Reformulation has never been simple—but it has become markedly more complex.
What was once a linear problem with a one-dimensional solution. Today it is a multidimensional challenge that touches every part of the business, from ingredient sourcing and regulatory strategy to consumer trust and financial performance.
Across four hour long, in-depth webinars this past year, CuliNEX examined how this growing complexity is reshaping reformulation decisions with experts from regularory affairs, supply chain management, procurement, R&D, and strategy. No single factor now drives change. Instead, brands are navigating a convergence of scientific nuance, operational constraints, market dynamics, and shifting consumer needs—often all at once.
Complexity Starts in the Supply Chain
The first layer of reformulation complexity emerges long before bench work begins. Supply chain volatility—driven by ingredient shortages, geopolitical pressures, tariffs, and climate disruption—has turned sourcing into a strategic constraint rather than a tactical consideration.
During our first webinar, the discussion emphasized that reformulation is increasingly initiated not by desire, but by necessity. Ingredients once considered stable are now unpredictable, forcing brands to rethink formulations proactively rather than reactively.
As one panelist noted, “You don’t want to start reformulating without really knowing what’s driving cost. Sometimes it’s not the formula at all—it’s yield loss, packaging, or supply inefficiency.”
This insight reframes reformulation as a systems-level exercise. Ingredient choices can no longer be evaluated in isolation. Availability, regional risk, supplier reliability, and long-term scalability must be weighed alongside functionality and cost.
Brands that fail to do this early often find themselves trapped—technically successful, but operationally unviable.
Regulatory Pressure Adds Another Layer of Risk
If supply chain instability introduces uncertainty, regulatory scrutiny adds consequence. The regulatory environment—particularly around labeling, colors, claims, and compliance—has become more fluid, more visible, and more brand-defining.
In the regulatory-focused webinar, one theme surfaced repeatedly: compliance alone is no longer enough. Brands must anticipate regulatory shifts and understand how today’s decisions affect tomorrow’s credibility.
“Regulatory success isn’t just about meeting a minimum standard,” one expert explained. “It’s about making smarter decisions that protect the brand and build consumer trust.”
This introduces a second layer of complexity. Reformulation choices now carry reputational risk. Removing or replacing ingredients without scientific justification can undermine trust just as easily as failing to act.
Several panelists pointed to brands that reversed reformulation decisions after consumer backlash, reinforcing the idea that regulatory strategy must be integrated with marketing, science, and brand positioning—not treated as a checkbox exercise.
Consumer Physiology Is Changing the Equation
Perhaps the most disruptive complexity discussed came from the intersection of nutrition science and consumer behavior—particularly as GLP-1 medications reshape eating patterns.
In the GLP-1-focused webinar, reformulation was framed as a response not just to preference shifts, but to physiological change. Consumers eating less still need adequate nutrition, which fundamentally alters how products must be designed.
“We’re designing food systems for people who aren’t eating much—but still need nutrient density,” one panelist said. “Protein, fiber, fats, and slow-digesting carbohydrates all have to work together.”
This creates formulation challenges that go beyond macros. Texture, volume, digestibility, and satiety all matter more than ever. Panelists noted emerging research showing that GLP-1 users may experience altered taste perception, making traditional flavor-masking strategies less effective.
As one comment captured it, “Not only are people less hungry—food may actually taste different.” Recruiting and training sensory panels might look very different formulating for GLP-1 complaint products.
This insight underscores how complexity compounds. Nutrition science affects formulation. Formulation affects sensory experience. Sensory experience affects brand loyalty. Reformulation decisions now ripple across consumer experience in ways brands can’t afford to ignore.
ROI Is No Longer Just About Cost Savings
The final layer of complexity is financial—and it challenges long-held assumptions about reformulation’s purpose.
In the ROI-focused webinar, reformulation was reframed as a growth lever rather than a cost-cutting exercise. While cost reduction remains important, panelists emphasized that the most successful reformulations create value in multiple dimensions.
“Reformulation done right is broader than simply going after cost savings,” one participant noted. “It can unlock new customers, new channels, and new growth.”
Examples included gaining access to retailers previously out of reach, improving label perception to drive velocity, and simplifying formulations to scale more efficiently. In some cases, modest formulation changes enabled significant volume growth—delivering ROI not through margin compression, but through expansion.
This perspective requires brands to think differently about measurement. ROI isn’t always immediate or confined to the P&L. It may appear in risk mitigation, supply stability, or long-term brand equity.
Managing Complexity as a Competitive Advantage
Taken together, these conversations reveal a critical truth: reformulation has evolved into a strategic discipline that demands cross-functional alignment and long-term thinking.
Brands that approach reformulation as a narrow technical problem are increasingly exposed—to supply disruptions, regulatory risk, shifting consumer needs, and missed growth opportunities. Those that embrace complexity, however, gain optionality.
As one panelist summarized, “Every solution is specific to the system you’re working in.”
That mindset—systems thinking over quick fixes—is now essential. Reformulation success depends on integrating science, sourcing, regulation, consumer insight, and financial strategy into a single, coherent approach.
In today’s environment, complexity isn’t the obstacle. It’s the reality. And for brands willing to engage it thoughtfully, it may be their greatest advantage.
