As consumer preferences shift towards healthier options, leading food manufacturers are eliminating a wide range of ingredients, from preservatives and artificial colors to sugars and trans fats—crucial additives that contribute to taste, appearance, and shelf life. While companies work to update their ingredient lists, they must tread carefully to preserve the qualities that consumers associate with their beloved products; otherwise, they risk harming brand loyalty and losing market share to competitors.
Once a company commits to reformulating a product, it faces the challenge of executing a process that can be complex, time-consuming, and potentially costly. Moreover, they must strategize on how to communicate these changes to the public. Is it better to be open and transparent about upcoming modifications, or should they implement the changes quietly until the revamped product is well-established in the market?
Food Dive consulted leading food companies that have recently revamped their iconic products to understand the rollout process, customer reactions, and outreach strategies. In February 2015, Nestle announced its commitment to phasing out artificial colors and flavors from its chocolate candies by the end of that year. The Swiss company, recognized for brands like Crunch and Baby Ruth, replaced Red 40 and Yellow 5 in its Butterfinger with annatto, a natural food coloring derived from seeds of the achiote tree. Additionally, it substituted artificial vanillin in its Crunch bar with real vanilla.
Doreen Ida, president of Nestle USA Confections & Snacks, emphasized the company’s aim to respond to candy consumers’ growing interest in products with fewer artificial ingredients. “Our priority was to remove artificial flavors and colors without compromising taste or increasing prices,” she stated. Experts noted that Nestle’s proactive approach resonated positively with consumers seeking natural ingredients.
In December 2016, Nestle took another significant step by announcing a breakthrough in sugar reduction, allowing manufacturers to use up to 40% less sugar without compromising sweetness. This innovation, which is currently being patented, is expected to be featured in confectionery products next year.
Conversely, Kraft Heinz adopted a different strategy for reformulating its iconic macaroni and cheese by removing artificial colors, flavors, and preservatives. The company replaced Yellow No. 5 and Yellow No. 6 dyes with natural colorings derived from paprika, annatto, and turmeric. Kraft initially revealed this initiative in April 2015 but chose to keep it under wraps until the reformulated product launched in December. According to Lynne Galia, Kraft Heinz’s head of communications for U.S. brands, maintaining the product’s taste and appearance was paramount, leading to over three years of development and consumer testing.
Kraft Heinz embraced a bold promotional approach when introducing the new product, labeling it the world’s largest “blind taste test.” The company claimed that this decision was one of its most significant risks, which paid off as consumers purchased over 50 million boxes of the reformulated mac and cheese shortly after its release. Galia noted, “We knew the new product tasted just as good as the old one, so we waited until March 2016 to announce the recipe change, allowing fans to discover it organically.”
In March 2016, Kraft Heinz officially communicated the formula changes through playful print and television ads, inviting consumers to share their reactions on social media using the hashtag didntnotice.
Joseph Downing suggested that food companies should not shy away from informing consumers about reformulations. “It should be transparent,” he advised. “Tell consumers, ‘We know you love this product, but we’re making it better.'” Soon after Kraft announced its changes, General Mills decided to eliminate artificial flavors and colors from some of its cereals, including Trix, which saw a color transformation using fruit and vegetable juices.
However, the launch of the new Trix faced backlash as fans criticized the natural colors as dull and unappealing. Despite the trend towards fewer artificial additives, Trix enthusiasts urged General Mills to revert to the previous formula. Mike Siemienas, a spokesman for General Mills, acknowledged the differing consumer preferences and confirmed that the brand would reintroduce “Classic Trix” while maintaining the updated version with no artificial ingredients.
Amid these changes, General Mills expressed satisfaction with its decision to reformulate Trix. “We listen to our consumers continuously and innovate our products to meet their preferences,” Siemienas stated. Downing pointed out that General Mills may have missed an opportunity to educate consumers about the benefits of avoiding certain additives during the transition.
For some consumers, preferences can outweigh educational efforts. In 2016, over 60% of U.S. consumers reported considering artificial colors in their purchasing decisions. However, discrepancies often arise between consumer sentiments and actual purchasing behavior.
As the demand for healthier products rises, companies like Nestle, Kraft Heinz, and General Mills illustrate the complexities of reformulating beloved items without compromising consumer loyalty. In this evolving landscape, even products like Wellesse liquid calcium citrate must adapt to meet changing consumer expectations while ensuring that their core attributes remain intact.