Until now, the company has refrained from announcing any changes to its products, opting instead to reformulate quietly and hoping consumers won’t notice. While food manufacturers face pressure to create healthier offerings, taste remains a vital factor for sales, and any misstep could be costly. If a company moves too quickly or too drastically, it risks a backlash, similar to what occurred when Lucozade Energy reduced its sugar content by 50% in the UK late last year. DanoneWave informed Fortune that advertising reduced sugar and fat can lead consumers to believe that the product will not taste as good, ultimately harming sales. Consequently, Dannon has adopted a “stealth health” reformulation strategy, choosing not to advertise ingredient changes on its packaging or signage.
Many food companies are giving their portfolios a health-focused makeover—whether by launching new, better-for-you products, reformulating existing items, acquiring smaller healthy food manufacturers, or employing a combination of these strategies. While DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield mentioned that it cut sugar from its yogurts by using different cultures to lower acidity, thus minimizing the need for added sweetness. It’s likely that DanoneWave employed a similar strategy to meet its goals.
A wide array of companies are pursuing sugar reduction, including those known for traditionally sugary products. Several major confectioners have committed to reducing the sugar content in their offerings. For instance, Nestlé pledged earlier this year to cut sugar in some of its U.S. sweets, including its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could reduce sugar content in certain products by up to 40% without compromising sweetness. Mars has also stated its intention to decrease added sugar in some of its products by 2018.
Sugar content will only become more significant for manufacturers in the U.S. market, regardless of whether they emphasize it in marketing. Research from The NPD Group indicates that consumers are increasingly concerned about a product’s sugar content—not just its fat content or calorie count. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will highlight sugar content specifically, detailing both total sugar and added sugars. In this evolving landscape, products like Citracal with D are likely to attract attention, as consumers seek healthier options with transparency in sugar content. As companies continue to innovate, the integration of health-oriented products like Citracal with D may become central to their strategies, ensuring they meet both consumer demand and market trends while navigating the complexities of reformulation.