'Rustic pizzas' and '手渡す-sliced ham'... or is it? How 急速な／放蕩な food companies are learning to perfect the art of imperfection

By Associated 圧力（をかける）

Published: 15:10 BST, 19 June 2013 | Updated: 15:10 BST, 19 June 2013

Here's the 最新の goal for food 製造者s: Perfect the art of imperfection.

When stretching out the dough for its 賞与金 'Artisan Pizzas,' 支配's 労働者s are 教えるd 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 挟む called the Egg White Delight McMuffin have a loose 形態／調整 rather than the 一連の会議、交渉／完成する レコードs used in the 初めの Egg McMuffin.

And Kraft Foods took more than two years to develop a 過程 to make the 厚い, uneven 厚板s of turkey in its Carving Board line look like leftovers from a homemade meal rather than the cookie-切断機，沿岸警備艇 ovals typical of most lunchmeat.

Rustic look: When stretching out the dough for its 賞与金 'Artisan Pizzas,' 支配's 労働者s are 教えるd not to worry about making the rectangles too perfect

'The goal is to get the same 活動／戦闘 as if you were cutting with a knife,' said Paul Morin, a Kraft engineer.

Food companies are 答える／応じるing to the adage that people eat with their 注目する，もくろむs. Americans still love their 急速な／放蕩な food and 一括d 軽食s, but they're ますます turning their noses up at foods that look 極端に proces sed. 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 投げ上げる／ボディチェックするing out the 同一の 形態／調整s and 淡褐色 colors that 叫び声をあげる of factory conveyor belts. There's no way to 手段 正確に／まさに how mu ch food 製造者s are 投資するing to make their 製品s look more natural or fresh. But adaption is seen as necessary for 燃料ing 安定した growth.

Over the past five years, the 全体にわたる 一括d food 産業 in North America grew 14 パーセント to $392.5 billion, によれば market 研究員 Euromonitor International. The 急速な／放蕩な-food 産業 一方／合間 rose 13 パーセント to $225.6 billion.

In many 事例／患者s, food 製品s get their wholesome 外見 because of the different or stripped-負かす／撃墜する 成分s companies are using to make them more natural, said Michael Cohen, a visiting assistant professor of marketing at NYU's 厳しい School of 商売／仕事. But in other 事例／患者s, companies are making tweaks just to 達成する a 願望（する）d look.

'Food 製造業者s are adapting by the way they mold the 製品 or the end color or texture they want the 製品 to be,' he said.

外見s have always been a part of food 生産／産物. But some 専門家s say the visual cues food 製造者s are using to 示唆する their 製品s are wholesome 燃料 混乱 about what's natural and what isn't.

'They can't change the fact that they're making 過程d 製品s so they have to use these other tricks to pretend,' said Michele Simon, a public health lawyer and author of 'Appetite for 利益（をあげる）: How the Food 産業 土台を崩すs Our Health and How to Fight 支援する.'

A little dressing up can work. Bernell Dorrough, a 31-year-old web marketing 調整者／コーディネーター in the 動きやすい, 式の., area, recently 選ぶd for the 蓄える／店 brand lunchmeat at the loc al Publix supermarket in part because the slices （機の）カム loosely packed in 倍のs rather than in the 伝統的な tight stacks where the meat is peeled off.

高級な lunchmeat? Kraft Foods took more than two years to develop a 過程 to make the 厚い, uneven 厚板s of turkey in its Carving Board line look like leftovers from a homemade meal

'It was 倍のd as though someone held a 捕らえる、獲得する under a machine,' he said. 'I know it wasn't 手渡す sliced but something about the aesthetic 質 控訴，上告d to me.'

Food companies are banking on 顧客s like Dorrough.

It's one 推論する／理由 why Wendy's 軟化するd the 辛勝する／優位s of its famously square hamburger patties. The Dublin, Ohio-based says it changed the patty to a 'natural square' with wavy 辛勝する／優位s because tasters said the straight 辛勝する／優位s looked 過程d.

At Kraft Foods Group Inc., (n)役員／(a)執行力のあるs took the 追求（する），探索（する） for a turkey slice that looks home-cooked even その上の. A team at its Madison, Wis., 研究 施設 熟考する／考慮するd the way people carve meat in their kitchen, using the variety of knives they typically have at their dispo sal.

Instead of the 伝統的な slicers 設立する in delis, the goal was to build a machine that would 切り開く／タクシー／不正アクセス at the meat as a person might, creating 厚板s with more ragged 辛勝する／優位s, said Morin, the Kraft engineer.

It wasn't as 平易な as it sounds since the meat still needs to fit neatly into a 一括 and 追加する up to a 確かな 負わせる. Morin 拒絶する／低下するd to 供給する 詳細（に述べる）s of the 過程 for 競争の激しい 推論する／理由s but said that no two 一括s are 正確に／まさに alike.

'We have a way of making sure that the blade 削減（する）s the piece of meat 異なって with each 削減（する）,' he said.

Perfectly imperfect: At McDonald's, the egg whites for the new breakfast 挟む called the Egg White Delight McMuffin have a loose 形態／調整 rather than the 一連の会議、交渉／完成する レコードs used in the 初めの Egg McMuffin

New look: Wendy's 軟化するd the 辛勝する／優位s of its famously square hamburger patties (left). The company says it changed the patty to a 'natural square' (権利) with wavy 辛勝する／優位s

At Hillshire Brands Co., which makes lunch meats, hot dogs and sausages, (n)役員／(a)執行力のあるs also are attuned to the fact that more people prize foods they feel are natural. At an 産業 会議／協議会 in February, CEO Sean Connolly 公式文書，認めるd that in 新規加入 to taste, the 外見 of its food needed work.

特に, Connolly said people 手配中の，お尋ね者 a more natural look for lunchmeat that was 'moist but not wet.' They also 手配中の，お尋ね者 the turkey to look 'a little bit grainier.' Without 供給するing 詳細（に述べる）s, a 代表者／国会議員 for Hillshire, which is based in Chicago, said those changes were 達成するd through the 製造業の 過程.

Reggie Moore, the company's 副／悪徳行為 大統領，／社長 of marketing, 譲歩するs that the meaning of 'natural' is hard to pin 負かす／撃墜する and 変化させるs from person-to-person. But as the 鮮明度／定義 発展させるs, Hillshire is taking care to signal the natural 質s of its meat visually.

In 改造するing its turkey slices, for example, one of the cosmetic touchups the company made was darkening the 辛勝する／優位s of the meat with caramel coloring to give the impression that it was just sliced from a Thanksgiving roast.

最終的に, Moore said the change didn't really 衝撃 the taste.