Conagra Brands is launching a new Reddi-wip Whipped Topping recipe featuring Grade A cream from cows not treated with artificial growth hormone rBST and no artificial flavors. The new formulation comes in response to consumer requests for simple ingredients.

“We pride ourselves on listening to our consumers, and our most recent changes reflect their evolving ingredient preferences, as well as their desire for increased transparency around what is in their food,” said Ciare James, senior brand manager, Reddi-wip. “With the delicious taste of real cream – and now natural vanilla flavor – Reddi-wip adds a whoosh of wonder, celebration and joy to any occasion and any treat.”

The company said the new Reddi-wip is made locally in the Midwest and goes from “farm to can” in five days.

Clean label has been a focus of recent innovation at Conagra Brands, whose launches in the past year have included six Hunt’s organic tomato offerings, Peter Pan Simply Ground peanut butter made with only simple ingredients, and new Banquet frozen meal varieties with a shift to higher quality ingredients such as “100% natural chicken breast” and “real cheese.” Last year, the company introduced Snack Pack Naturals, a line of pudding snacks made with simple ingredients and no artificial flavors or colors, and David Simply Seeds, a line of reduced-sodium roasted sunflower seeds with no artificial flavors or preservatives.