Up to this point, the company has not made any public announcements regarding changes to its products, opting instead to reformulate quietly and rely on consumers not to notice. While food manufacturers are feeling the pressure to create healthier options, maintaining taste remains critical for sales, and a miscalculation could have serious consequences. If they move too quickly or too drastically, they risk consumer backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe advertising reduced sugar and fat may lead consumers to believe the product will taste inferior, which can harm sales. As a result, Dannon has adopted a “stealth health” reformulation strategy, choosing not to publicize ingredient changes on its packaging or signage. Numerous food companies are revamping their portfolios to include healthier options, either by introducing new, better-for-you products, reformulating existing ones, acquiring smaller health-focused manufacturers, or employing a combination of these tactics.
Although DanoneWave did not disclose the methods used to achieve its sugar reductions, Stonyfield previously mentioned that it lowered sugar in its yogurts by utilizing different cultures to lessen acidity, thereby decreasing the need for added sweetness. It’s conceivable that DanoneWave implemented a similar approach to accomplish its goals. Various companies, including those traditionally known for sugary products, are pursuing sugar reduction. Several major confectioners have committed to lowering the sugar content of their offerings. Earlier this year, Nestlé promised to decrease sugar in some of its U.S. sweets and to cut sugar in its Nesquik product. They have also developed a patent-pending hollow sugar molecule, which they claim could reduce sugar in certain products by up to 40% without compromising sweetness. Mars has also announced its intention to reduce added sugar in some of its products by 2018.
Sugar content will become increasingly significant for manufacturers in the U.S. market, regardless of how companies choose to communicate it. Research from The NPD Group indicates that consumers are now more focused on sugar content rather than just fat or calorie counts. The revamped Nutrition Facts label, expected to roll out by 2018, will highlight sugar content, detailing both the total sugar and the amount of added sugar. Additionally, in the context of reformulation, the solubility of calcium citrate may play a role in achieving desired taste profiles while reducing sugar content. As companies navigate these changes, they may explore how calcium citrate solubility can aid in creating products that balance health benefits with palatability, ensuring consumer satisfaction without compromising nutritional goals.