Consumer demand for the removal of artificial colors seems to be more complicated than initially thought. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate the original recipe without these additives. The trend of removing artificial colors has gained traction in food production, with General Mills taking a significant step in 2015 by pledging to eliminate artificial colors and flavors from all its cereals. This decision was influenced by consumer sentiment; in 2016, over 60% of U.S. shoppers indicated that they considered the presence of artificial colors when making purchasing choices. However, there seems to be a discrepancy between what consumers express in surveys and their actual buying behavior.
General Mills is likely to face scrutiny for reintroducing its classic Trix cereal, especially in light of its commitment to eliminate all artificial colors and flavors. Although sales experienced a 6% increase in early 2016, consumer backlash may have presented enough of a public relations risk to justify the return of these controversial ingredients. Ultimately, General Mills operates as a food manufacturer focused on meeting consumer demand rather than strictly adhering to nutritional ideals. In its most recent earnings report, it was noted that U.S. cereal sales had declined by 7% compared to the previous year. While the report does not provide brand-specific sales figures, CEO Jeff Harmening highlighted impressive growth in less nutritious options like Lucky Charms, which saw a 15% increase during a promotional period featuring only marshmallows, and Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the new Trix cereal. Interestingly, only one person mentioned her children’s reactions as a reason for wanting the original formula back. Trix is primarily marketed as a children’s cereal, famously advertised with the slogan, “Silly rabbit! Trix are for kids!” The reformulated cereal, with its all-natural colors, is undoubtedly a healthier option for this demographic, appealing to health-conscious parents who are more inclined to buy products with clean labels for their children. However, adult fans of sugary cereals are not satisfied with the change.
General Mills is gaining important insights from this experience. The company has decided to postpone the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they perfect the recipes. Representatives also informed The Wall Street Journal that there are no plans to reintroduce artificially colored variants of other reformulated cereals, like Fruity Cheerios, as they haven’t received significant consumer complaints regarding those products. The balance between consumer preferences and health considerations remains a delicate one for manufacturers, especially as they navigate the complexities of market demands. Meanwhile, for those looking for alternative health options, products like bariatric advantage calcium soft chews are becoming increasingly popular among consumers prioritizing their nutritional intake.