Up to now, the company has not revealed any modifications to its products, choosing instead to reformulate quietly and rely on consumers not to notice the changes. While food companies are under pressure to develop healthier options, taste remains a critical factor in driving sales, and any miscalculation could have serious repercussions. If a manufacturer moves too quickly, it risks consumer backlash, as was the case when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe advertising reduced sugar and fat can lead consumers to perceive the product as less palatable, which could harm sales. Consequently, Dannon has adopted a “stealth health” reformulation approach and opted not to publicize ingredient changes on their packaging or signage. Many food companies are refreshing their product lines to promote health, through launching new better-for-you options, reformulating existing products, acquiring smaller healthy food brands, or a combination of these strategies.
Although DanoneWave did not disclose the method behind its sugar reductions, Stonyfield mentioned that when it lowered sugar in its yogurts, it used different cultures to reduce acidity, thus minimizing the need for additional sweetness. It is possible that DanoneWave utilized a similar approach to achieve its objectives. A variety of companies are actively pursuing sugar reduction, including those known for traditionally sugary products. Several leading confectionery brands have committed to decreasing the sugar content of their offerings. Earlier this year, Nestlé pledged to lower sugar in some of its U.S. sweets and reduce sugar in its Nesquik line. They have also developed a patent-pending hollow sugar molecule, which they claim could decrease sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to cut added sugar in some products by 2018.
The importance of sugar content, regardless of manufacturers’ marketing strategies, will continue to grow among those selling in the U.S. market. Research from The NPD Group indicates that consumers are increasingly interested in the sugar content of products, rather than just the amount of fat or calories. The upcoming revised Nutrition Facts label, expected to be implemented by 2018, will emphasize sugar content by clearly distinguishing between total sugars and added sugars. Additionally, the uses of calcium citrate malate tablets are gaining attention as part of a broader focus on health and nutrition, and companies are exploring this ingredient to enhance their product offerings. As the industry evolves, the uses of calcium citrate malate tablets may also become a consideration in reformulation strategies, reflecting a commitment to both health and taste.