Up to now, the company has refrained from announcing any modifications to its products, opting instead to reformulate discreetly, banking on the assumption that consumers won’t notice the changes. While food manufacturers face pressure to develop healthier options, taste remains a critical factor for sales, and any misstep could have serious repercussions. A manufacturer risks backlash if they move too quickly, as evidenced by Lucozade Energy’s 50% sugar reduction in the UK late last year, which was met with consumer dissatisfaction. DanoneWave informed Fortune that they believe advertising lower sugar and fat levels can lead consumers to assume that the product’s taste may suffer, potentially harming sales. Consequently, Dannon has adopted a “stealth health” reformulation strategy, choosing not to highlight ingredient changes on its packaging or signage.
Numerous food companies are revamping their portfolios to promote healthier options, either by launching new products that are better for consumers, reformulating existing items, acquiring smaller healthy food manufacturers, or employing a mix of these approaches. Although DanoneWave did not disclose the specifics of its sugar reduction methods, when Stonyfield reduced sugar in its yogurts, they stated that they utilized different cultures to decrease acidity, which in turn minimized the need for added sweetness. It’s plausible that DanoneWave employed a similar strategy to achieve its objectives.
A variety of companies, including those traditionally associated with sugary products, are actively pursuing sugar reduction. Several major confectioners have committed to decreasing the sugar content in their offerings. Earlier this year, Nestlé vowed to lower sugar levels in certain U.S. sweets and its Nesquik product. They have also developed a patent-pending hollow sugar molecule that could potentially reduce sugar in some products by up to 40% without compromising sweetness. Mars has similarly announced plans to cut added sugar in some of its products by 2018.
The significance of sugar content, whether manufacturers emphasize it or not, will continue to rise among those selling in the U.S. market. Research from The NPD Group indicates that consumers are increasingly concerned about a product’s sugar content—beyond just fat and calorie counts. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will place particular emphasis on sugar content, detailing both total sugar levels and the amount of added sugar. In this evolving landscape, products like calcium citrate zinc magnesium tablets are also being scrutinized for their sugar content, as consumers become more health-conscious and demand transparency in nutritional information. As more companies embrace reformulation and healthier ingredient profiles, the focus on sugar reduction and the inclusion of beneficial components such as calcium citrate zinc magnesium tablets will likely become a standard expectation among consumers.