Consumer demand for the elimination of artificial colors seems to be overstated. It appears that removing Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can perfectly replicate their recipes without these additives. The trend of removing artificial colors in food production has gained momentum recently. In 2015, General Mills pledged to eliminate artificial colors and flavors from all their cereals, a decision strongly influenced by consumer preferences. In 2016, over 60% of U.S. consumers indicated that they considered the presence of artificial colors when making purchasing decisions. However, there is often a disconnect between what consumers express in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their commitment to removing all artificial colors and flavors. Although sales saw a 6% increase in early 2016, there must have been enough consumer backlash to justify the potential public relations risk associated with bringing back the unwanted ingredients. Ultimately, General Mills is a food manufacturer focused on satisfying consumer demands, rather than strictly adhering to nutritional ideals. The company’s latest earnings report revealed a 7% drop in U.S. cereal sales compared to the previous year. While the report does not specify sales by brand, CEO Jeff Harmening noted during the earnings call that less healthy options like Lucky Charms, which saw a 15% increase in sales due to an all-marshmallow promotion, were performing well.
The Wall Street Journal spoke with several adults who expressed disappointment with the revamped Trix cereal. Only one mentioned her children’s reaction as a reason for wanting the original formula back. Trix has always been marketed as a children’s cereal, famously promoted with the slogan “Silly rabbit! Trix are for kids!” While the updated all-natural color cereal is undoubtedly healthier for its intended audience and more likely to attract label-conscious parents, adult fans of sugary cereals are not pleased with the changes.
This experience is teaching General Mills a crucial lesson. They are postponing the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they can perfect the recipes. Representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals, like Fruity Cheerios, due to a lack of consumer complaints. Meanwhile, amidst discussions about healthier options, many parents are considering alternatives that may include added benefits, such as bluebonnet calcium, which can provide essential nutrients for growing children. As General Mills navigates consumer preferences, the balance between health and nostalgia remains a delicate one.