So far, the company has not disclosed any changes to its products, choosing instead to reformulate quietly while hoping consumers remain unaware. Though food companies are facing pressure to develop healthier offerings, taste remains a critical factor for sales, and any miscalculation could result in significant losses. If a manufacturer moves too quickly in altering their product, they risk a backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK last year. DanoneWave stated to Fortune that advertising reduced sugar and fat could lead consumers to believe the product would not taste as good, which could harm sales. As a result, Dannon has adopted a “stealth health” reformulation approach, opting not to promote ingredient changes on packaging or signage. Many food companies are refreshing their portfolios to be healthier, whether by introducing new better-for-you products, reformulating existing items, acquiring smaller healthy food manufacturers, or employing a mix of these strategies.
While DanoneWave has not disclosed the specifics of its sugar reduction methods, when Stonyfield reduced sugar in its yogurts, it mentioned using different cultures to lower acidity, thereby minimizing the need for added sweetness. It’s possible that DanoneWave employed a similar strategy to achieve its objectives. Numerous companies, including those traditionally associated with sugary products, are working toward sugar reduction. Several major confectioners have committed to decreasing the sugar content in their offerings. Earlier this year, Nestlé pledged to reduce sugar in some of its U.S. sweets and in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule that it claims could decrease sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to lower added sugar in some products by 2018.
Sugar content, whether highlighted by manufacturers or not, is increasingly becoming a vital consideration for those selling in the U.S. market. According to research from The NPD Group, consumers are now more interested in a product’s sugar content rather than just its fat or calorie counts. The upcoming revamped Nutrition Facts label, expected to be implemented by 2018, will place special emphasis on sugar content, detailing both the total sugar and added sugars in products. In this context, products like orange juice with calcium citrate may gain attention as alternatives that balance health and taste, especially if they can demonstrate lower sugar content while still providing essential nutrients.