The Clinton Herald, Clinton, Iowa

AP story section

June 18, 2013

New goal: Make processed foods look more natural

NEW YORK — Here’s the latest goal for food makers: Perfect the art of imperfection.

When stretching out the dough for its premium “Artisan Pizzas,” Domino’s workers are instructed not to worry about making the rectangles too perfect: The pies are supposed to have a more rustic look.

At McDonald’s, the egg whites for the new breakfast sandwich called the Egg White Delight McMuffin have a loose shape rather than the round discs used in the original Egg McMuffin.

And Kraft Foods took more than two years to develop a process to make the thick, uneven slabs of turkey in its Carving Board line look like leftovers from a homemade meal rather than the cookie-cutter ovals typical of most lunchmeat.

“The goal is to get the same action as if you were cutting with a knife,” said Paul Morin, a Kraft engineer.

Food companies are responding to the adage that people eat with their eyes. Americans still love their fast food and packaged snacks, but they’re increasingly turning their noses up at foods that look overly processed. Home-cooked meals — or ones that at least look like they were home-made — are seen as more wholesome and authentic.

The result is that companies are tossing out the identical shapes and drab colors that scream of factory conveyor belts. There’s no way to measure exactly how much food makers are investing to make their products look more natural or fresh. But adaption is seen as necessary for fueling steady growth.

Over the past five years, the overall packaged food industry in North America grew 14 percent to $392.5 billion, according to market researcher Euromonitor International. The fast-food industry meanwhile rose 13 percent to $225.6 billion.

In many cases, food products get their wholesome appearance because of the different or stripped-down ingredients companies are using to make them more natural, said Michael Cohen, a visiting assistant professor of marketing at NYU’s Stern School of Business. But in other cases, companies are making tweaks just to achieve a desired look.

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