So far, the company has not revealed any changes to its products, opting instead to reformulate quietly and rely on consumers not noticing these adjustments. While food companies face pressure to develop healthier offerings, taste remains vital for sales, and a miscalculation could have significant financial repercussions. If a manufacturer moves too quickly in altering their products, they risk consumer backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe advertising lower sugar and fat content can lead consumers to assume the product will have inferior taste, consequently harming sales. To counter this, Dannon has adopted a “stealth health” reformulation strategy and has chosen not to promote ingredient changes on its packaging or signage.
Many food companies are revamping their product lines to be healthier, whether by launching new better-for-you items, reformulating existing products, acquiring smaller healthy food manufacturers, or employing a combination of these methods. While DanoneWave did not disclose the specifics of how it achieved its sugar reductions, when Stonyfield reduced sugar in its yogurts, it mentioned using different cultures to decrease acidity, thus minimizing the need for added sweetness. It’s likely that DanoneWave utilized a similar approach to reach its goals.
Various companies, including those traditionally associated with sugary products, are pursuing sugar reduction initiatives. Several major confectionery brands have pledged to lower sugar content in their offerings. Earlier this year, Nestlé promised to cut sugar in some of its U.S. sweets and reduce sugar levels in its Nesquik product. They are also working on a patent-pending hollow sugar molecule that could potentially reduce sugar in certain products by up to 40% without compromising sweetness. Additionally, Mars has announced plans to decrease added sugar in some of its products by 2018.
Regardless of how manufacturers choose to address it, sugar content is becoming increasingly significant for those selling in the U.S. market. Research from The NPD Group reveals that consumers are now more focused on a product’s sugar content rather than just the amount of fat or calories. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will highlight sugar content, distinguishing between total sugars and added sugars.
Furthermore, in the context of health, the incorporation of calcium citrate for kidney stones is gaining attention, particularly as companies reformulate their products. As manufacturers adapt their offerings to reduce sugar, they may also consider the benefits of ingredients like calcium citrate for kidney stones, integrating this into health-focused messaging while ensuring that taste remains a priority. Thus, the journey toward healthier products continues, with companies striving to balance sugar reduction and consumer satisfaction.