Up to this point, the company has not disclosed any changes to its products, opting instead to reformulate quietly and rely on consumers not noticing. While food manufacturers face pressure to create healthier offerings, taste remains essential for sales, and a miscalculation could be costly. If a company moves too quickly in reformulating, it risks backlash, as evidenced by Lucozade Energy’s 50% sugar reduction in the UK late last year. DanoneWave informed Fortune that advertising lower sugar and fat levels might lead consumers to believe the product will taste inferior, which could harm sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, refraining from publicizing ingredient changes on packaging or signage.
Numerous food companies are refreshing their product lines with healthier options, whether by launching new better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or a mix of these strategies. Although DanoneWave did not disclose the methods used to achieve its sugar reductions, Stonyfield mentioned that when it lowered sugar in its yogurts, it utilized different cultures to decrease acidity, thus reducing the need for additional sweetness. It is possible that DanoneWave implemented a similar strategy to meet its objectives.
A variety of companies are pursuing sugar reduction, including those traditionally associated with high-sugar products. Several major confectioners have committed to lowering sugar levels in their offerings. Earlier this year, Nestlé pledged to reduce sugar in some of its U.S. sweets and in its Nesquik product. The company is also working on a patent-pending hollow sugar molecule that could potentially decrease sugar content in certain products by up to 40% without compromising sweetness. Mars has similarly announced plans to cut added sugar in some of its products by 2018.
Sugar content will only grow in significance among manufacturers targeting the U.S. market, regardless of whether they highlight it. Research from The NPD Group indicates that consumers are increasingly interested in a product’s sugar content, alongside fat and calorie counts. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will emphasize sugar content, detailing both total sugar and added sugars.
In addition to sugar content, the use of calcium carbonate and calcium citrate has become a focal point for many companies reformulating their products to enhance nutritional value. These ingredients not only contribute to healthier formulations but also help manufacturers maintain taste and texture. As the industry continues to adapt, the inclusion of calcium carbonate and calcium citrate may become essential in achieving a balance between health and flavor while reducing sugar content.