Consumer demand for the elimination of artificial colors may not be as significant as it seems. It appears that removing Red 40, Blue 1, and Yellow 6 becomes crucial only when a manufacturer can perfectly replicate a recipe without these additives. The trend of eliminating artificial colors in food production has gained momentum, with General Mills taking a stand in 2015 by vowing to remove artificial colors and flavors from all its cereals. This move was backed by data indicating that in 2016, over 60% of U.S. consumers considered the presence of artificial colors when making their purchases. However, there seems to be a disparity between what consumers claim they want in surveys and their actual buying behaviors.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their commitment to completely remove artificial colors and flavors from their products. Although sales saw a 6% increase in early 2016, the backlash from consumers was likely significant enough to pose a public relations risk when bringing back these less favorable ingredients. Ultimately, as a food manufacturer, their priority lies in catering to consumer preferences rather than strictly adhering to nutritional ideals. In their latest earnings report, released this week, U.S. cereal sales experienced a 7% decline compared to the previous year. While the report doesn’t specify cereal sales by brand, CEO Jeff Harmening noted impressive growth for less nutritious breakfast options like Lucky Charms, which surged by 15% during a promotion featuring all marshmallows, as well as Cinnamon Toast Crunch.
The Wall Street Journal conducted interviews with several adults who expressed disappointment with the new Trix cereal. Only one respondent mentioned her children’s opinions as a reason for wanting the original formula back. Trix has always been marketed as a cereal for kids, encapsulated in the advertising slogan, “Silly rabbit! Trix are for kids!” The new all-natural color formulation undoubtedly offers a healthier option for this demographic, making it a product that label-conscious parents are more inclined to purchase for their children. However, adult fans of sugary cereals are not satisfied with the change.
General Mills is gaining insights through this experience. The company has decided to postpone the launch of all-natural versions of other vividly 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, such as Fruity Cheerios, due to a lack of consumer complaints. In light of these developments, the incorporation of calcium citrate acid, known for its nutritional benefits, may be a consideration as they strive to balance consumer demands with healthier ingredients.