Consumer demand for the removal of artificial colors appears to be more complicated 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 without these dyes. The trend of removing artificial colors has gained traction in the food manufacturing industry. For instance, General Mills committed to eliminating artificial colors and flavors from all its cereals back in 2015. This move was largely influenced by consumer behavior, as a 2016 survey revealed that over 60% of U.S. consumers considered the presence of artificial colors when making purchasing decisions. However, there often exists a discrepancy between what consumers express in surveys and what they actually choose to buy.
General Mills may face criticism for reintroducing its classic Trix cereal, especially considering its promise to eliminate all artificial colors and flavors. Although sales experienced a 6% increase in early 2016, there must have been sufficient consumer backlash to justify the potential public relations risks associated with bringing back the less popular ingredients. Ultimately, General Mills is a food manufacturer focused on meeting consumer demand rather than providing the most nutritionally beneficial options. In their most recent earnings report, released this week, it was noted that U.S. cereal sales had declined by 7% compared to the previous year. While the report didn’t specify sales by brand, CEO Jeff Harmening highlighted significant growth in less nutritious breakfast options like Lucky Charms, which saw a 15% increase during a promotion featuring only marshmallows, and Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the reformulated Trix cereal. Only one mentioned her children’s reactions as a reason for wanting the original version back. Trix is fundamentally marketed as a children’s cereal, encapsulated in the tagline, “Silly rabbit! Trix are for kids!” The new all-natural colored cereal is certainly a healthier choice for that demographic and is the type of product that label-conscious parents are inclined to purchase for their children. However, adult fans of sugary cereals are not satisfied with the changes.
General Mills is learning a crucial lesson from this experience. The company has decided to postpone the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they perfect the recipes. Representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals, like Fruity Cheerios, since they have not received as many consumer complaints. As they navigate these changes, the importance of incorporating appealing ingredients, such as organic calcium citrate, into their formulations may become a key consideration for their future products. This could potentially address both consumer demands for healthier options and the nostalgic preferences of adult fans.