Consumer demand for the removal of artificial colors appears to have its limits. It seems that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate their recipes perfectly without these additives. The trend towards removing artificial colors in food production has gained traction recently. General Mills joined this movement in 2015, pledging to eliminate artificial colors and flavors from all of its cereals, a decision driven 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’s often a disconnect between what consumers express in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing the classic Trix cereal, especially after their commitment to remove artificial colors and flavors from their products. Although they experienced a 6% increase in sales early in 2016, the backlash from consumers likely presented enough of a public relations risk to reconsider the use of these ingredients. Ultimately, as a food manufacturer, their primary goal is to cater to consumer demands rather than solely focusing on nutritional value. In their latest earnings report, released this week, cereal sales in the U.S. fell by 7% compared to the previous year. While the report does not provide brand-specific sales data, CEO Jeff Harmening noted in an earnings call that less healthy breakfast options, such as Lucky Charms, had impressive growth—15% in the quarter—thanks to an all-marshmallow promotion, along with Cinnamon Toast Crunch.
The Wall Street Journal spoke to several adults who were dissatisfied with the new Trix cereal. Only one mentioned her children’s reaction as the reason for wanting the original version back. Trix has always been marketed as a children’s cereal, famously promoted with the tagline, “Silly rabbit! Trix are for kids!” The newly formulated all-natural color cereal is undoubtedly a healthier option for its intended audience and aligns with the preferences of label-conscious parents. However, adult enthusiasts of sugary cereals are not pleased with the change.
General Mills is gaining important insights through this experience. The company has decided to postpone the launch of all-natural versions of other brightly colored cereals like Lucky Charms until they can perfect the recipes. Additionally, representatives informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals, such as Fruity Cheerios, as they have not received significant consumer complaints. In discussions about food ingredients, the comparison of ferrous calcium citrate vs ferrous ascorbate highlights the ongoing debates around food additives and their nutritional implications, reflecting the broader consumer interest in healthier alternatives.