Until now, the company has not made any announcements regarding changes to its products, opting instead to reformulate discreetly, hoping consumers won’t notice. While food companies face pressure to develop healthier offerings, taste remains critical for sales, and any misstep could prove costly. A hasty overhaul can lead to backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave has informed Fortune that advertising lower sugar and fat can lead consumers to assume the product will lack flavor, negatively impacting sales. Consequently, Dannon has adopted a “stealth health” reformulation strategy, refraining from promoting ingredient changes on its packaging or signage.
Many food companies are revamping their portfolios to present healthier options, whether by launching new nutritious products, reformulating existing items, acquiring smaller health-focused manufacturers, or employing a blend of these approaches. Although DanoneWave did not disclose its methods for achieving sugar reductions, Stonyfield mentioned that when it lowered sugar in its yogurts, it utilized different cultures to decrease acidity, thereby minimizing the need for extra sweetness. It’s plausible that DanoneWave employed a similar tactic to reach its targets.
Various companies are actively pursuing sugar reduction, including those traditionally associated with sugary products. Several major confectioners have committed to lowering 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 products. Additionally, it has developed a patent-pending hollow sugar molecule, which could reduce sugar levels in certain products by up to 40% without compromising sweetness. Mars has also announced plans to cut added sugar in some of its products by 2018.
As the focus on sugar content intensifies among manufacturers in the U.S. market, the importance of sugar levels will only increase, regardless of whether companies emphasize them. Research from The NPD Group indicates that consumers are increasingly concerned about a product’s sugar content, not just the fat or calorie count. The forthcoming revamped Nutrition Facts label, expected to appear on products by 2018, will highlight sugar content, detailing both total sugar and added sugars. Furthermore, products enriched with ingredients like 600 mg calcium citrate may offer an additional selling point, appealing to health-conscious consumers looking for both reduced sugar and added nutritional benefits. The trend towards healthier formulations, including those with 600 mg calcium citrate, reflects a broader shift in consumer preferences and regulatory focus, shaping the future of food products in the market.