Clean Label in Gnocchi?

Marketing Monday: Clean Label in Gnocchi?
One might assume that gnocchi, like pasta, is inherently a clean-label product—simple and traditional. However, during my visit to the Food Ingredients Expo in Frankfurt last November, I had an intriguing conversation with Dawid Semrau from Eco-Corn, a dried potato supplier. When he mentioned "clean-label gnocchi," my initial reaction was: Wait, does that mean there's also non-clean-label gnocchi?

As it turns out, even gnocchi—seemingly one of the most basic dishes—contains more than we expect.

The Evolution of Ingredients in Everyday Staples

Supermarket versions of traditionally simple foods like gnocchi, pasta, or bread often contain more ingredients than their authentic recipes. These modifications don't just extend shelf life; they also alter the sensory properties—texture, mouthfeel, and even taste—shaping consumer expectations.

Over time, consumers begin to perceive these adjusted versions as the standard, even if they differ significantly from their original, handcrafted counterparts.

Dawid shared an original gnocchi recipe during our conversation, and the difference in texture and mouthfeel was striking compared to the gnocchi found on supermarket shelves from brands like Grand Italia and De Cecco.

Restaurant vs. Retail: The Catch-22 for Producers

What a consumer enjoys in a restaurant is often difficult to replicate at home. Several factors – limited knowledge, equipment, shelf life, budget, and time – create a challenge for manufacturers trying to offer a product that mimics freshly prepared, traditional dishes like gnocchi.

To bridge this gap, technical additives are often introduced. These additives help maintain texture and consistency, prolong shelf life, lower cost price and enhance flavor. However, they also result in a longer ingredient list, often featuring substances that may seem unfamiliar or unnecessary to the average consumer.

What's in Store?

Let's look at some ingredient lists of different gnocchi brands:

• Fresh Gnocchi AH private label
  Water, 28% potato flakes, potato starch, salt, rice flour.
• AH Private Label Gnocchi
  Water, 21% potato flakes, wheat flour, rice flour, salt, acidity regulator (lactic acid [E270]), natural flavoring, preservative (sorbic acid [E200]).
• Grand Italia Gnocchi
  Mashed potatoes (80%) (water, dried potato flakes), WHEAT FLOUR type "00" (18%), salt, natural flavorings, rice flour, acidity regulator: lactic acid, preservative: sorbic acid.
• De Cecco Gnocchi
  Mashed potatoes 80% (water, dried potato flakes 24% (potatoes, 99%, spices)), potato starch, WHEAT flour, rice flour, natural flavoring, salt, acidity regulator: lactic acid, preservative: potassium sorbate.
• Rummo Gnocchi
  Fresh potatoes 80%, durum WHEAT semolina 10%, potato starch 6.5%, rice flour 1.5%, salt 1.4%, acidity regulator: lactic acid 0.45%, preservative: acid sorbitol 0.08%, natural flavor 0.06%, turmeric 0.01%.
• Bio-verde (Ekoplaza) Gnocchi (Organic)
  Mashed potatoes 60% (potato flakes*, potato starch*, water), wheat flour Type 550* 32%, water, potato starch*, sea salt, turmeric*, rice flour*.

The Clean Label Debate

While authentic recipes with clean labels should ideally serve as the reference point, is it the engineered formulations with altered sensory properties that dominate the market and shape consumer expectations?

These modified versions, have they become the norm, making it harder for traditional, clean-label products like gnocchi to compete?

Should we facilitate convenience and low budget foods or educate, invite the consumer to spend a bit more time and budget for their foods?

Or should we as food sector inform the consumer of its differences and that it depending on the occassion when shelf stable, quick & easy to prepare variants are considered with awareness that they comprise on taste, authenticity and texture?

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