For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly, avoiding public announcements. Altering the formulation of beloved items often triggers customer backlash. A notable example is Coca-Cola, which reverted to using sugar in Vitaminwater after consumers rejected a lower-calorie blend that combined sugar with stevia. The Consumer Goods Forum (CGF) emphasizes the importance of making companies’ nutrition policies publicly accessible as one of its four pillars for health and wellness. However, many members appear hesitant to adopt this practice. The CGF has observed that reformulated products constitute a minor segment of companies’ overall portfolios, with 70% of respondents indicating that such products account for less than 20% of their offerings. There may be apprehension among companies that promoting reformulated items, like calcium citrate oral tablets, could detract attention from their broader portfolios. Despite consumers expressing a preference for healthier food options, their purchasing behaviors may not align with their stated intentions. Many consumers associate healthy foods with reduced flavor, particularly believing that “less salt” equates to “bland.” Nevertheless, there are signs that this trend may be shifting. In May, Nestlé unveiled an extensive sodium reduction initiative and subsequently surveyed consumers on whether this would influence their likelihood of purchasing Nestlé products. The results were encouraging, with 81% indicating that the change would not impact their buying decisions, 15% stating they would be more inclined to buy, and only 4% suggesting it would make them less likely to purchase. This suggests a potential for reformulated products, such as those containing calcium citrate oral tablets, to gain traction in the market.