Consumer demand for the removal of artificial colors appears to be more complex than initially thought. It seems that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate their products perfectly without these additives. The trend of removing artificial colors from food has gained traction, with General Mills committing in 2015 to eliminate artificial colors and flavors from all of its cereals. This decision was backed by consumer preferences; in 2016, over 60% of U.S. shoppers considered the presence of artificial colors in their purchasing decisions. However, there seems to be a disconnect between what consumers express in surveys and their actual purchasing behavior.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their promise to eliminate artificial colors and flavors. Although they experienced a 6% sales increase in early 2016, the potential backlash from consumers might have influenced their decision to bring back these controversial ingredients. Ultimately, General Mills operates as a food manufacturer, prioritizing consumer demand over nutritional considerations. In their latest earnings report released this week, U.S. cereal sales declined by 7% compared to the previous year. While the report does not specify brand sales, CEO Jeff Harmening highlighted strong growth in less nutritious options like Lucky Charms, which saw a 15% increase due to an all-marshmallow promotion, as well as Cinnamon Toast Crunch.
The Wall Street Journal spoke with several adults dissatisfied with the new Trix cereal, with only one mentioning her children’s reactions as a reason for wanting the original recipe restored. Trix has always been marketed as a children’s cereal, encapsulated by the tagline, “Silly rabbit! Trix are for kids!” The new all-natural color version is certainly healthier for its intended audience and appeals to label-conscious parents. However, adult fans of sugary cereals are not impressed.
In the midst of this process, General Mills is learning the importance of getting recipes right before launching all-natural versions of other colorful cereals like Lucky Charms. Company representatives informed The Wall Street Journal that they do not plan to reintroduce the artificially colored versions of other cereals they’ve reformulated, such as Fruity Cheerios, due to fewer consumer complaints. Meanwhile, consumers looking for healthier alternatives might also consider supplements like Thorne Cal Mag Citrate, which can support overall wellness. As General Mills navigates these challenges, they must balance consumer desires with the practicalities of food manufacturing.