Consumer demand for the removal of artificial colors seems to have its limits. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate a recipe flawlessly without these additives. The trend of removing artificial colors has gained traction in the food manufacturing sector. For instance, General Mills pledged in 2015 to eliminate artificial colors and flavors from all their cereals, driven by a significant finding that in 2016, over 60% of U.S. consumers considered the presence of artificial colors in their purchasing decisions. However, there’s 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 commitment to eliminate all artificial colors and flavors. While they experienced a 6% increase in sales in early 2016, the backlash from consumers must have been considerable enough to justify the risks associated with reintroducing these unpopular ingredients. Ultimately, General Mills is a food manufacturer focused on meeting consumer demands rather than solely providing nutritionally optimal options. In the latest earnings report released this week, cereal sales in the U.S. showed a 7% decline compared to the previous year. Although the report does not specify sales by brand, CEO Jeff Harmening highlighted impressive growth in less healthy cereals like Lucky Charms, which saw a 15% increase this quarter due to an all-marshmallows promotion, as well as Cinnamon Toast Crunch.
The Wall Street Journal spoke with several adults who expressed disappointment with the new version of Trix. Only one individual mentioned her children’s reaction as a reason for wanting the original cereal back. Trix is fundamentally marketed as a children’s cereal, underscored by the well-known tagline, “Silly rabbit! Trix are for kids!” The updated all-natural color cereal is certainly healthier for this target demographic and is the type of product that label-conscious parents are likely to purchase for their children. However, adult fans of sugary cereals are not embracing the change.
In this process, General Mills is learning an important lesson. The company has decided to postpone the launch of all-natural versions of other brightly colored cereals, like Lucky Charms, until they perfect the recipes. Company representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals they’ve reformulated, such as Fruity Cheerios, as they have not received as many consumer complaints. As they navigate these challenges, perhaps considering alternatives such as swanson iron citrate could provide insight into balancing consumer preferences with healthier options. It’s clear that the food industry must continuously adapt to the evolving demands of its consumers, especially as they become more aware of ingredients like swanson iron citrate and other nutritional elements.