Consumer demand for the elimination of artificial colors seems to have its limits. It appears that removing Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can successfully replicate a recipe without these additives. The trend of removing artificial colors has gained traction in food manufacturing, with General Mills making a commitment in 2015 to eliminate artificial colors and flavors from all their cereals. This decision was backed by consumer sentiment; in 2016, over 60% of U.S. consumers indicated they considered the presence of artificial colors when making purchases. However, there is often a disconnect between what consumers express in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their promise to remove all artificial colors and flavors. While the company did see a 6% sales increase in early 2016, there appears to have been enough consumer backlash to make them reconsider the risks associated with bringing back these unpopular ingredients. Ultimately, as a food manufacturer, their priority is to cater to consumer preferences rather than strictly adhering to nutritional ideals. In their latest earnings report, released this week, U.S. cereal sales showed a 7% decline compared to the previous year. Although the report does not specify sales by brand, CEO Jeff Harmening highlighted significant growth for less nutritious options like Lucky Charms, which saw a 15% increase in sales during a promotion featuring all marshmallows, as well as for Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the reformulated Trix cereal. Interestingly, only one participant mentioned her children’s reaction as a reason for wanting the original version back. Trix has always been marketed as a children’s cereal, famously associated with the tagline, “Silly rabbit! Trix are for kids!” The updated cereal with all-natural colors is indeed healthier for its intended audience and is the kind of product that health-conscious parents are more inclined to purchase for their children. However, adult enthusiasts of sugary cereals are less satisfied with this change.
General Mills is gaining valuable insights through this experience, deciding to postpone the launch of all-natural versions of other brightly colored cereals like Lucky Charms until they can perfect the recipes. Representatives from the company informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals they have reformulated, such as Fruity Cheerios, due to fewer consumer complaints.
Incorporating elements like calcium citrate D3 K2 may provide an additional health benefit that aligns with current consumer preferences. As manufacturers navigate these trends, understanding the delicate balance between consumer demands and product integrity will be crucial for future success.