Until now, the company has not announced any changes to its products, opting instead to reformulate discreetly, hoping consumers remain unaware. While food companies are feeling the pressure to produce healthier offerings, taste remains a critical factor for sales. A significant misstep could lead to substantial losses. If a manufacturer moves too quickly in reformulating, they risk facing consumer backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that advertising reduced sugar and fat can lead consumers to assume that the product will not taste as good, potentially hurting sales. As a result, Dannon has adopted a “stealth health” reformulation approach, choosing not to promote ingredient changes on its packaging or signage. Numerous food companies are giving their portfolios a healthier makeover, whether by launching new better-for-you products, reformulating existing items, acquiring smaller healthy food manufacturers, or employing a combination of these strategies.
Although DanoneWave has not disclosed how it achieved its sugar reductions, Stonyfield mentioned that it used different cultures to lower acidity when it cut sugar from its yogurts, thereby decreasing the need for additional sweetness. It is possible that DanoneWave employed a similar strategy to reach its objectives. Various companies, including those that traditionally produce sugary items, are pursuing sugar reduction initiatives. Several major confectioners have committed to decreasing the sugar content in their products. Earlier this year, Nestlé vowed to lower sugar in some of its U.S. sweets and in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could reduce sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to cut added sugar in some of its products by 2018. The importance of sugar content, whether manufacturers highlight it or not, will only grow among those selling in the U.S. market. Research from The NPD Group indicates that consumers are increasingly focused on a product’s sugar content, rather than just its fat or calorie counts. The revamped Nutrition Facts label, expected to appear on products by 2018, will place special emphasis on sugar content, detailing both the total sugar and the amount of added sugar.
Moreover, as these companies aim for healthier formulations, they must also consider the balance of other ingredients. For instance, excessive use of calcium citrate in some reformulations might lead to side effects like diarrhea in sensitive consumers. Thus, achieving a balance in reformulation is essential, as companies strive to maintain taste while addressing health concerns. As these trends continue, the importance of careful ingredient selection, including awareness of the effects of compounds like calcium citrate, will be paramount in ensuring consumer satisfaction and loyalty.