Until now, the company has not announced any changes to its products, opting instead to reformulate behind the scenes, hoping consumers won’t notice. While food companies face pressure to create healthier options, taste remains essential for sales, and a misstep could be costly. A rush to change can lead to backlash, as seen with Lucozade Energy’s 50% sugar reduction in the UK late last year. DanoneWave told Fortune that advertising reduced sugar and fat could lead consumers to believe the product won’t taste as good, potentially harming sales. Therefore, Dannon has adopted a “stealth health” reformulation strategy, avoiding any advertising of ingredient changes on its packaging or signage.
Many food companies are giving their portfolios a healthy makeover by launching new better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or a combination of these strategies. Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield mentioned that it used different cultures to lower acidity, thus decreasing the need for added sweetness. It’s possible that DanoneWave employed a similar strategy to reach its goals.
Numerous companies, including those traditionally associated with sugary products, are pursuing sugar reduction. Several major confectioners have committed to lowering sugar content. Nestlé, for example, pledged to cut sugar in some of its U.S. sweets earlier this year and to reduce sugar in its Nesquik product. They have also developed a patent-pending hollow sugar molecule that could reduce sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to reduce added sugar in some of its products by 2018.
Regardless of how manufacturers choose to highlight it, sugar content will increasingly be significant for those selling in the U.S. market. Research from The NPD Group indicates that consumers are now more interested in a product’s sugar content rather than just its fat or calorie count. The upcoming revamped Nutrition Facts label, scheduled to appear on products by 2018, will emphasize sugar content, detailing both the total sugar and the amount added.
In this context, it is noteworthy that products like Citracal without vitamin D are also being reformulated to align with health trends, as companies strive to meet consumer expectations for healthier options. As the market evolves, the focus on sugar reduction will continue to shape product development and consumer choices.