So far, the company has not made any announcements regarding changes to its products, opting instead to reformulate secretly, hoping consumers won’t notice. While food companies are under increasing pressure to produce healthier options, taste remains vital for sales, and a miscalculation could be quite costly. If they push changes too quickly, they risk facing backlash, as was the case when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe advertising lower sugar and fat levels may lead consumers to think the product won’t taste as good, thereby hurting sales. As a result, Dannon has adopted a “stealth health” reformulation strategy, choosing not to advertise ingredient changes on packaging or signage.
Numerous food companies are refreshing their portfolios with healthier options, whether by launching new, better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a combination of these strategies. Although DanoneWave has not disclosed how it achieved its sugar reductions, Stonyfield previously mentioned that it reduced sugar in its yogurts by using different cultures to lower acidity, which in turn lessened the need for added sweetness. It’s possible that DanoneWave employed a similar strategy to reach its goals.
A variety of companies, including those traditionally known for sugary products, are striving to reduce sugar content. Several major confectionery brands have committed to lowering sugar in their offerings. Earlier this year, Nestlé pledged to decrease sugar in some of its U.S. sweets, including the Nesquik product, and has developed a patent-pending hollow sugar molecule that they claim could reduce sugar levels in certain products by up to 40% without compromising sweetness. Mars has also announced plans to reduce added sugar in some of its products by 2018.
The importance of sugar content, regardless of how manufacturers choose to highlight it, will only increase among those selling in the U.S. market. Research from The NPD Group indicates that consumers are becoming more interested in a product’s sugar content, rather than just its fat or calorie counts. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will place special emphasis on sugar content, distinguishing between total and added sugars.
In the context of health, it’s worth noting the absorption rate of calcium citrate, which is often a concern for consumers looking for nutritious options. This aspect of nutrition could further influence consumer choices as they become more aware of ingredient transparency and reformulation efforts in the food industry. Ultimately, the absorption rate of calcium citrate may play a role in how consumers evaluate healthier products, especially those marketed as lower in sugar.