Consumer demand for eliminating artificial colors seems to have its limits. It appears that removing Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can successfully replicate the original recipe without these additives. The trend of removing artificial colors from food products has gained traction recently. General Mills joined this movement in 2015, pledging to eliminate artificial colors and flavors from all its cereals. Their decision was supported by statistics; in 2016, over 60% of U.S. consumers considered the presence of artificial colors when making their purchases. However, there is often a disconnect between what consumers express they want in surveys and what they actually choose to buy.
General Mills is likely to face criticism for reintroducing their classic Trix cereal, particularly after their commitment to removing all artificial colors and flavors. While sales experienced a 6% increase in early 2016, there must have been enough consumer dissatisfaction to pose a potential public relations risk associated with the return of these controversial ingredients. Ultimately, General Mills is a food manufacturer focused on delivering what consumers desire rather than what might be the healthiest option for them. In their latest earnings report, released this week, cereal sales in the U.S. showed a decline of 7% compared to the previous year. Although the report does not specify sales by brand, CEO Jeff Harmening highlighted substantial growth in less nutritious breakfast choices like Lucky Charms, which saw a 15% increase during a promotion featuring all-marshmallow cereals, along with Cinnamon Toast Crunch.
The Wall Street Journal spoke with several adults who expressed disappointment regarding the new Trix cereal. Only one mentioned her children’s reaction as the reason for wanting the original formula back. Trix has always been marketed as a cereal for kids, as reflected in its advertising slogan, “Silly rabbit! Trix are for kids!” The updated all-natural colored cereal is undoubtedly a healthier choice for its intended audience. It also aligns with the preferences of label-conscious parents who are more inclined to purchase nutritious options for their children. However, adult fans of sugary cereals are not impressed with the changes.
General Mills is gaining valuable insights through this experience. The company has decided to delay 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 reformulated cereals, like Fruity Cheerios, given the lack of consumer complaints. Meanwhile, as part of their commitment to healthier products, they are exploring the incorporation of now calcium citrate into their formulations, which might appeal to health-conscious consumers looking for more nutritional benefits.