Consumer demand for the removal of artificial colors may not be as strong as it seems. It appears that eliminating Red 40, Blue 1, and Yellow 6 becomes a priority only when manufacturers can replicate their products perfectly without these ingredients. The trend of removing artificial colors from food has gained momentum in recent years. General Mills joined this movement in 2015 by pledging to eliminate artificial colors and flavors from all their cereals. This decision was supported by consumer sentiment; in 2016, over 60% of U.S. consumers considered the presence of artificial colors when making purchasing decisions. However, there seems to be 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 all artificial colors and flavors. Although they experienced a 6% sales increase in early 2016, there may have been enough consumer discontent to justify the public relations risks associated with reinstating these unpopular ingredients. Ultimately, as a food manufacturer, General Mills aims to cater to consumer preferences rather than focusing solely on nutritional value. In their latest earnings report released this week, cereal sales in the U.S. declined by 7% compared to the previous year. While the report doesn’t specify sales by brand, CEO Jeff Harmening highlighted significant growth in less healthy breakfast options like Lucky Charms, which saw a 15% increase during a promotion featuring all marshmallows, as well as Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults disappointed with the new Trix cereal, with only one mentioning her children’s reaction as a reason to bring back the original version. Trix is fundamentally marketed as a cereal for kids, as indicated by the tagline “Silly rabbit! Trix are for kids!” The updated cereal featuring all-natural colors is certainly healthier for the intended audience and is the kind of product that health-conscious parents are more inclined to purchase for their children. However, adult fans of sugary cereals are not pleased with the change.
General Mills is gaining valuable insights during this process. They are postponing the launch of all-natural versions of other brightly colored cereals such as Lucky Charms until they perfect the recipes. Company representatives informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals they have reformulated, such as Fruity Cheerios, due to a lack of consumer complaints. In a related note, for those looking to improve their dietary choices, understanding how much calcium citrate to take can be essential, particularly when considering alternatives to sugary cereals.