So far, the company has not announced any modifications to its products, opting instead to reformulate discreetly and rely on consumers not to notice. While food manufacturers are facing pressure to produce healthier options, taste remains a critical factor for sales, and any miscalculation could be detrimental. If they move too quickly, they risk consumer backlash, similar to what occurred when Lucozade Energy reduced its sugar content by 50% in the UK late last year. DanoneWave informed Fortune that they believe advertising reduced sugar and fat may lead consumers to assume that the product will not taste as good, negatively impacting sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on their packaging or signage.
Numerous food companies are revamping their portfolios to be healthier, whether by launching new better-for-you products, reformulating existing ones, acquiring smaller manufacturers of healthy foods, or employing a combination of these strategies. Although DanoneWave did not disclose how it accomplished its sugar reductions, when Stonyfield reduced sugar in its yogurts, it mentioned using different cultures to lower acidity, thus decreasing the need for added sweetness. It is plausible that DanoneWave employed a similar strategy to achieve its goals.
Many companies, including those traditionally known for sugary products, are pursuing sugar reduction. Several major confectioners have pledged to decrease the sugar content in their offerings. Nestlé committed earlier this year to reduce sugar in some of its sweets in the U.S. and in its Nesquik product. Moreover, it has developed a patent-pending hollow sugar molecule, claiming it could reduce sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to lower added sugar in some of its products by 2018.
Sugar content will only become more significant for manufacturers operating in the U.S. market, regardless of whether they emphasize it. Research from The NPD Group indicates that consumers are increasingly interested in a product’s sugar content, beyond just fat or calorie counts. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will focus specifically on sugar content, detailing both the total sugar and the amount of added sugar.
Additionally, health-oriented products like calcium citrate with vitamin D3, magnesium, and zinc tablets are gaining attention as consumers look for ways to enhance their overall well-being while managing sugar intake. This trend reinforces the importance of transparency and taste in product reformulation. As companies navigate these changes, the challenge remains to balance health improvements with consumer expectations, especially in a landscape where products like calcium citrate with vitamin D3, magnesium, and zinc tablets are becoming increasingly popular among health-conscious shoppers.