As consumers increasingly seek healthier product options, major food manufacturers are eliminating various additives, including preservatives, artificial colors and flavors, sugars, and trans fats. These ingredients often contribute to a product’s distinct taste, appearance, or longevity. However, while companies revise their ingredient lists, they must be cautious not to strip away the qualities that customers associate with their beloved products, as this could irreparably harm brand loyalty and lead to a loss of market share to competitors. Once a company decides to reformulate a product, it must navigate a challenging, time-consuming, and potentially expensive process and also figure out how to inform the public about these changes. Is it wiser to be transparent and inform consumers about the upcoming modifications and their reasoning? Or should the manufacturer implement the changes quietly until the newly revamped product is well-established?
Food Dive reached out to prominent food companies that have redefined their iconic products in recent years to learn about their launch experiences, customer reactions, and outreach strategies. For instance, when Nestlé committed in February 2015 to removing artificial colors and flavors from its chocolate candy by the end of that year, it publicly announced this decision, claiming to be the first manufacturer to do so. The Swiss company, renowned for brands like Crunch and Baby Ruth, substituted Red 40 and Yellow 5 in its Butterfinger’s crunchy core with annatto, a natural food coloring derived from the seeds of the achiote tree. Additionally, artificial vanillin in its Crunch bar was replaced with the real ingredient.
“We know that candy consumers are interested in broader food trends towards fewer artificial ingredients,” said Doreen Ida, president of Nestlé USA Confections & Snacks, during the announcement. “Our first step has been to eliminate artificial flavors and colors without compromising taste or increasing price.” Nestlé’s significant move made an impression on the public and the industry, as the company was perceived as more responsive to the rising consumer demand for products made with natural ingredients.
“The idea of [Nestlé] making this announcement is quite beneficial,” remarked Joseph Downing, head of the U.S. Food & Beverage practice at investment bank Alantra. “They’re essentially saying, ‘Hey, consumer, you want natural and clean label-friendly ingredients, and we’ve committed to reformulating for the next several years.’ I see that as a positive narrative.” Nestlé further enhanced its efforts by announcing in December 2016 that it had developed a natural method to restructure sugar molecules, allowing manufacturers to use up to 40% less sugar without losing sweetness. The company is currently patenting this faster-dissolving sugar and plans to launch confectionery products featuring it next year.
In contrast, Kraft Heinz opted for a different strategy when it decided to modify the recipe for its iconic macaroni and cheese by eliminating artificial colors, flavors, and preservatives. The changes involved replacing Yellow No. 5 and Yellow No. 6 dyes with natural coloring sourced from paprika, annatto, and turmeric. Kraft initially announced this shift in April 2015, just months before finalizing its merger with Heinz, but chose to remain silent until the newly reformulated product was available on shelves in December.
“For our fans, we could not compromise on the product’s taste and appearance,” Lynne Galia, Kraft Heinz’s head of communications for U.S. brands, stated in an email to Food Dive. “We needed to be confident that we had the correct recipe without artificial flavors, preservatives, or dyes before making any changes. We spent over three years working on these improvements, testing and connecting with our fans throughout the process.” Kraft Heinz took a risk with its promotional approach when it launched the new product, branding it the world’s largest “blind taste test.” Executives claimed it was one of the biggest gambles the company had ever taken, and consumers rewarded this bold move by purchasing over 50 million boxes of the reformulated version within the first few months of availability.
“We believed that the new product tasted just as good as the original, which is why we chose not to shout the recipe change from the rooftops until March 2016,” Galia explained. “We wanted our fans to experience it themselves without any prompting.” Kraft Heinz officially announced the formula changes in March 2016 with playful print and television advertisements that read, “We’d invite you to try it, but you already have.” The food giant also encouraged macaroni and cheese lovers to share their reactions on social media using the hashtag didntnotice in exchange for chances to win free giveaways.
According to Downing, food companies should not conceal their product reformulations from consumers. “This is not something that should be hidden or disguised. Just say, ‘We know you love this product, but we’re changing it to make it better.'” Shortly after Kraft announced the changes to its macaroni and cheese, General Mills decided to phase out artificial flavors and colors in some of its cereals. Trix was among the popular brands selected for a color makeover, now featuring fruit and vegetable juices and spice extracts for its new hue.
However, following the introduction of the new Trix last year, General Mills encountered a customer backlash. Fans criticized the new natural colors as dull and even depressing, prompting a push for the return of the old formula, despite the consumer trend toward fewer artificial additives. Mike Siemienas, a spokesman for General Mills, noted, “Consumers have diverse food preferences, and we heard from many Trix fans that they missed the bright, vibrant colors and the nostalgic taste of the classic Trix cereal.” The company’s food scientists struggled to replicate the bright hues of the original Trix using fruit and vegetable juices, and many consumers felt that these natural ingredients altered the cereal’s flavor. In response to the backlash, General Mills decided to reintroduce “Classic Trix” in October.
“We will continue to offer our current formulation of Trix without artificial flavors or colors from artificial sources, which has its own fan base, alongside Classic Trix, so both options will be available for consumers,” Siemienas explained. Despite the challenges faced, General Mills does not regret its decision to modify Trix. “We are always listening to our consumers, and we continually innovate and renovate our products to meet consumer preferences. Not everyone likes the same thing — and that’s perfectly fine,” he added.
Downing believes General Mills may have overlooked an opportunity to educate customers about why certain additives are not beneficial for their health. “If the product is going to be a little different in color, people can adjust to that and avoid putting chemicals in their bodies. Perhaps their advertising campaign should have focused more on educating the public,” he suggested. For some shoppers, it may simply be a matter of preference rather than a lack of education. In 2016, over 60% of U.S. consumers indicated they considered whether a product contained artificial colors when making purchasing decisions. However, it appears that what consumers claim they want and what they actually buy can sometimes differ significantly.
In the context of health-conscious consumers, products like Citracal Slow Release 1200 Calcium have gained popularity as people seek to maintain their nutritional needs without artificial additives. The trend towards cleaner labels is significant, and companies must navigate these changes carefully to retain customer loyalty and trust. As the market evolves, the balance between reformulating for health and preserving beloved flavors will remain a crucial challenge for food manufacturers.