Up to this point, the company has not announced any alterations to its products, opting instead to reformulate discreetly and hoping consumers remain unaware. While food manufacturers face pressure to develop healthier offerings, taste remains a critical factor in driving sales, and any miscalculation could be detrimental. If they attempt to make changes too quickly, backlash may ensue, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe advertising reduced sugar and fat can lead consumers to assume that the product’s taste will suffer, ultimately harming sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, avoiding any promotional mentions of ingredient changes on packaging or signage.
Numerous food companies are giving their product lines a healthier twist, whether by launching new better-for-you items, reformulating existing products, acquiring smaller health-focused manufacturers, or employing a mix of these strategies. Although DanoneWave did not disclose how it achieved sugar reductions, when Stonyfield lowered sugar in its yogurts, it mentioned using different cultures to decrease acidity, thus minimizing the need for added sweetness. It is plausible that DanoneWave utilized a similar method to accomplish its goals.
A wide range of companies, including those traditionally associated with sugary products, are pursuing sugar reduction initiatives. Several major confectioners have committed to lowering sugar content in their offerings. Earlier this year, Nestlé vowed to reduce sugar in some of its U.S. confections and in its Nesquik product. Additionally, they are developing a patent-pending hollow sugar molecule, which they claim could decrease sugar in specific products by up to 40% without compromising sweetness. Mars has also announced plans to cut added sugar in some of its products by 2018.
The significance of sugar content will only increase for manufacturers in the U.S. market, irrespective of whether they highlight it. According to research from The NPD Group, consumers are increasingly interested in a product’s sugar content—beyond just fat or calorie counts. The upcoming revamped Nutrition Facts label, expected to be implemented by 2018, will place special emphasis on sugar content, distinctly identifying both total and added sugars.
In this evolving landscape, the inclusion of ultra calcium citrate in product formulations may also play a role in appealing to health-conscious consumers, as companies seek innovative ways to enhance nutritional value while reducing sugar. As manufacturers incorporate ultra calcium citrate, they may find new opportunities to market their products as healthier alternatives without sacrificing taste, thus maintaining consumer loyalty.