Until now, the company has refrained from announcing any changes to its products, opting instead to reformulate discreetly in hopes that consumers will remain unaware. While food manufacturers face pressure to develop healthier options, taste remains a critical factor for sales, and any misstep could be financially detrimental. A rapid and excessive shift could lead to backlash, as evidenced by Lucozade Energy’s decision to cut sugar by 50% in the UK late last year. DanoneWave informed Fortune that advertising reduced sugar and fat might lead consumers to assume the product’s taste is compromised, potentially harming sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, choosing not to publicize ingredient changes on packaging or signage.
Numerous food companies are rebranding their portfolios with healthier options, whether by launching new better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a combination of these tactics. Although DanoneWave has not disclosed the specifics of its sugar reduction methods, Stonyfield previously indicated that it used different cultures to lessen acidity, thereby decreasing the necessity for added sweetness. It is plausible that DanoneWave utilized 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 levels in their offerings. Earlier this year, Nestlé pledged to lower sugar in some of its U.S. sweets and in its Nesquik product. Additionally, 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 decrease added sugar in some of its products by 2018.
Regardless of how manufacturers choose to present it, sugar content will become increasingly significant for those selling in the U.S. market. Research from The NPD Group indicates that consumers are now more focused on sugar content than on fat or calorie counts. The upcoming revised Nutrition Facts label, expected to appear on products by 2018, will highlight sugar content, differentiating between total sugars and added sugars.
In this context, some companies are also exploring the use of calcium citrate 200 as a potential ingredient to enhance their products while reducing sugar. The aim is to create healthier options that do not compromise on taste. As the market evolves, the integration of calcium citrate 200 could play a vital role in achieving these goals, contributing to a more balanced nutritional profile without sacrificing flavor.