Up to this point, the company has not disclosed any changes to its products, opting instead to reformulate discreetly, hoping consumers remain oblivious. While food manufacturers face increasing pressure to produce healthier options, flavor remains vital for sales, and a misstep could have serious repercussions. If a company moves too quickly, it risks facing backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK last year. DanoneWave informed Fortune that advertising reduced sugar and fat might lead consumers to believe the product will lack taste, negatively impacting sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on its packaging or signage. Numerous food companies are revamping their portfolios, whether by launching new healthier products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a combination of these methods.
Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield mentioned that it reduced sugar in its yogurts by using different cultures to lower acidity, thus minimizing the need for additional sweetness. It is plausible that DanoneWave employed a similar strategy to reach its objectives. A variety of companies, including those traditionally associated with sugary products, are pursuing sugar reduction initiatives. Several prominent confectioners have committed to cutting sugar in their offerings. Earlier this year, Nestlé promised to lower sugar levels in some of its U.S. sweets, including its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could decrease sugar 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.
Regardless of whether manufacturers emphasize it, sugar content will continue to gain importance 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, not just fat or calorie counts. The upcoming revised Nutrition Facts label, expected to appear on products by 2018, will specifically highlight sugar content, detailing both the total sugar and the amount added. In this evolving landscape, companies are also exploring ways to incorporate health supplements like Citracal calcium pills into their offerings, ensuring they meet both consumer demand for health and the critical need for taste. The integration of such products could further enhance their appeal, particularly as sugar content becomes a focal point in consumer choices.