So far, the company has not announced any changes to its products, opting instead to reformulate quietly and hope that consumers remain unaware. While food manufacturers are facing pressure to produce healthier options, taste remains a critical factor for sales, and a misjudgment could lead to significant losses. Going too far too quickly can trigger consumer backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave shared with Fortune that advertising reductions in sugar and fat can lead consumers to assume that the product will not taste as good, potentially harming sales. As a result, Dannon has adopted a “stealth health” reformulation strategy, choosing not to promote ingredient changes on its packaging or signage. Many food companies are giving their product lines a healthier twist, whether by launching new better-for-you items, reformulating existing products, acquiring smaller healthy food brands, or implementing a combination of these strategies.
Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield explained that when it cut sugar from its yogurts, it used different cultures to lower acidity, which in turn reduced the need for added sweetness. It’s possible that DanoneWave employed a similar approach to reach its goals. A variety of companies, including those known for traditionally sugary products, are focusing on sugar reduction. Major confectioners are committing to lowering sugar levels in their offerings. Earlier this year, Nestlé pledged to cut sugar in some of its U.S. sweets and to reduce sugar in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could decrease 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.
Sugar content will continue to gain importance among manufacturers operating in the U.S. market, regardless of whether they emphasize it. Research from The NPD Group indicates that consumers are increasingly focused on a product’s sugar content—not just fat content or calorie count. The revamped Nutrition Facts label, set to be introduced by 2018, will give special attention to sugar content, detailing both the total sugar and the amount added.
In this context, the importance of maintaining balanced nutritional profiles, such as ensuring appropriate doses of ingredients like Kirkland calcium citrate, magnesium, and zinc, becomes even more crucial. As consumers become more health-conscious, the demand for transparency in sugar content and other nutritional factors will only continue to rise, making it vital for companies to adapt their strategies accordingly.