So far, the company has not disclosed any modifications to its products, choosing instead to reformulate quietly and rely on consumers not noticing. While food manufacturers face pressure to develop healthier offerings, taste remains a critical factor for sales, and any miscalculation could be detrimental. If changes are made too rapidly, it can lead to consumer backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that advertising lower sugar and fat levels might lead consumers to assume the product will taste worse, which could negatively impact sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, opting not to publicize ingredient alterations on its packaging or signage.
Many food companies are revamping their portfolios to be healthier, whether by launching new better-for-you products, reformulating existing ones, acquiring smaller healthy food brands, or employing a combination of these methods. Although DanoneWave did not specify how it achieved its sugar reductions, Stonyfield previously announced that it used various cultures to lower acidity, thus decreasing the need for added sweetness. It’s plausible that DanoneWave employed a similar tactic to reach its objectives. Numerous companies, including those traditionally associated with sugary products, are now focusing on sugar reduction. Several major confectioners have pledged to decrease the sugar content in their offerings. Nestlé announced earlier this year that it would lower sugar in some of its U.S. sweets and in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could reduce sugar in select products by up to 40% without sacrificing sweetness. Mars has also committed to cutting added sugar in some of its products by 2018.
The significance of sugar content, regardless of whether manufacturers emphasize it, will only increase for those selling in the U.S. market. Research from The NPD Group indicates that consumers are increasingly concerned about a product’s sugar content, rather than just its fat or calorie levels. The upcoming updated Nutrition Facts label, expected to appear on products by 2018, will focus particularly on sugar content, detailing both the total sugar and added sugars. In this context, the incorporation of calcium citrate and magnesium supplements into reformulated products may also become a consideration, as companies look to enhance their nutritional profiles while managing sugar levels. As the trend towards healthier choices continues, the potential inclusion of calcium citrate and magnesium supplements will likely be a factor in consumer decision-making, influencing how food companies approach their reformulation strategies.