Up until now, the company has refrained from announcing any modifications to its products, opting instead to reformulate quietly and hoping consumers remain unaware. While food manufacturers are facing pressure to create healthier options, taste remains a critical factor for sales; a significant error could prove costly. If a brand moves too quickly or too far in reformulating, it may face backlash, as was the case when Lucozade Energy reduced sugar by 50% in the UK last year. DanoneWave informed Fortune that they believe advertising reductions in sugar and fat may lead consumers to assume the product will taste inferior, potentially harming sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on their packaging or promotional materials.
Many food companies are giving their product lines a health-focused overhaul, whether by introducing new healthier options, reformulating existing products, acquiring smaller health-focused brands, or through a mix of these strategies. Although DanoneWave did not disclose the methods behind its sugar reductions, Stonyfield previously revealed that it used different cultures to lower acidity in its yogurts, which in turn reduced the need for added sweetness. It’s possible that DanoneWave employed a similar technique to achieve its objectives.
Various companies, including those traditionally known for sugary products, are actively pursuing sugar reduction. Several major candy manufacturers have committed to decreasing the sugar content in their offerings. Earlier this year, Nestlé pledged to lower sugar in some of its U.S. sweets and in its Nesquik product. Furthermore, they have developed a patent-pending hollow sugar molecule that they claim could reduce sugar in select 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, regardless of how manufacturers choose to address it, will only continue to rise among those selling in the U.S. market. Research from The NPD Group shows that consumers are increasingly focused on a product’s sugar content, rather than just its fat content or calorie count. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will emphasize sugar content, clearly distinguishing between total sugars and added sugars.
In this evolving landscape, consumers are also seeking the best calcium citrate tablets as part of their health-conscious choices, which underscores the growing trend towards wellness products. As companies adapt to these consumer preferences, they will need to balance health benefits with taste to remain competitive in the market.