As consumers begin to prioritize health and wellness, they want clarity about, confidence in, and influence over what they eat. This is why conversations about disruptors like ultra-processed foods (UPFs), GLP-1-friendly choices, and clean labels are so prominent in today’s nutrition landscape. 

While highly debated and widely discussed (Ardent Mills’ research indicates a 101% increase in social chatter on these food disruptors over the past year), many of the terms surrounding these topics can be confusing and unclear. As of yet, there are no established standard definitions for the industry to rely on. This leaves many consumers wondering: What does “clean label” really mean? What “counts” as a UPF food? 

To help address this uncertainty, it’s time for food brands and manufacturers to return to the cornerstone of nutrition: ingredients. 

At the top of the list of better-for-you choices are grains and pulses. They deliver what matters most so consumers can make confident choices that align with their health and flavor expectations.

By focusing on ingredient quality and transparency, you can rise above ambiguity and deliver the foods consumers trust and are comfortable with, while helping them achieve their nutrition and wellness goals.

The industry's commitment to whole nutrition begins by sourcing ingredients that deliver the authenticity and nutritional value consumers expect when making food choices from the ground up. This move naturally addresses their preferences for cleaner label options, GLP-1-friendly foods, and minimizing UPFs.

The Role of Grains and Pulses in Health-Forward Eating

Grains and pulses stand out as trusted, versatile, and nutrient-dense ingredient options. For today’s informed eaters, they can help address modern health priorities, from nutrition and label transparency to satiety and reducing UPFs.

Consumers Find Consensus Around Nutrition

Grains and pulses provide fiber; they’re also rich in micronutrients. Consumers already recognize their nutritional value and benefits, which translates into widespread acceptance of their positive impact. According to a recent survey led by Ardent Mills:

• 75% agree that grains and pulses can play a positive role in providing protein to their diet.
• 91% agree that grains and pulses play a positive role in providing fiber to their diet.
• 88% agree that grains and pulses can play a positive role in establishing a nutrient-rich foundation.

Responding to Today’s Food Disruptors

When it comes to navigating today’s food disruptors, consumers are already making the connection between grains and pulses and their own health and nutrition goals. 

• 79% agree that grains and pulses can play a positive role in clean-label eating, due in large part to consumers’ familiarity with them.
• 46% are much more likely to purchase products made with recognizable ingredients, illustrating how clear and simple formulations can help consumers meet their goal of consuming fewer UPFs.
• 85% believe grains and pulses can play a positive role in satiety, a critical priority for those striving to balance fullness with nutrition, including consumers interested in or using GLP-1s to improve wellness.

Nutritious Doesn’t Have to Outweigh Delicious

Even as they prioritize nutrition, consumers maintain that great taste is non-negotiable. They want ingredients that are good for them and enjoyable to eat. Grains and pulses deliver on both fronts, bringing flavor and texture to the table alongside nutritional benefits, all while remaining affordable for consumers. 

• 85% say great-tasting foods are important to their daily eating, reinforcing the sentiment that taste can’t be compromised.
• 72% agree that grains have a positive impact on the taste of foods, while 62% say they improve texture.
• 46% purposefully seek out foods that include grains when shopping, confirming the active role that ingredients play in purchase decisions.

To communicate these benefits while educating consumers and building trust, on-pack messaging is often a vital tool. The right callouts can reassure shoppers by highlighting ingredient benefits and closing the gap between awareness and understanding. Working with the right ingredient suppliers can help you elevate clarity and transparency.

Brands and Suppliers Can Unlock Ingredient Innovation Together

To innovate with grains and pulses, forward-thinking food brands are seeking out ingredient experts to guide them. By working together to formulate and bring transparency to great-tasting and nutritious products, brands and suppliers can reinforce clarity, confidence, and control in food purchases.

As the food landscape continues to shift, brands that keep their focus on whole nutrition and authentic ingredients will be able to respond to disruptors as they empower consumers. Grains and pulses offer a proven path to delivering great taste, nutrient density, and transparency. The right partner can help you navigate change, uncover new opportunities, and keep consumers at the center of the journey.

Learn more about Ardent Mills.