Consumer demand for the elimination of artificial colors appears to be somewhat overstated. It seems that removing Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate their recipes perfectly without these additives. The trend of removing artificial colors in food production has gained momentum in recent years. General Mills, for instance, pledged in 2015 to eliminate artificial colors and flavors from all its cereals. This decision was largely driven by consumer sentiment; by 2016, over 60% of U.S. consumers claimed to consider the presence of artificial colors when making purchasing decisions. However, there is often a disconnect between what consumers express in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing its classic Trix cereal after committing to remove artificial colors and flavors. Although sales experienced a 6% increase in early 2016, the potential backlash from consumers likely influenced the decision to reinstate these unpopular ingredients. Ultimately, General Mills is a food manufacturer focused on meeting consumer demand rather than promoting the most nutritionally beneficial options. In the most recent earnings report released this week, U.S. cereal sales dropped by 7% compared to the previous year. While the report does not specify sales by brand, CEO Jeff Harmening noted significant growth for less nutritious breakfast items like Lucky Charms, which saw a 15% increase in sales during the quarter due to an all-marshmallows promotion, and Cinnamon Toast Crunch.
The Wall Street Journal spoke to several adults who were dissatisfied with the new version of Trix. Only one individual mentioned her children’s feelings as the reason for wanting the original cereal back. Trix is fundamentally marketed as a children’s cereal, evidenced by its tagline, “Silly rabbit! Trix are for kids!” The newly formulated all-natural color cereal is certainly healthier for its intended audience and is the kind of product that label-conscious parents are inclined to purchase for their kids. However, adult enthusiasts of sugary cereals are not impressed.
General Mills is gaining insights from this experience. The company is postponing the launch of all-natural versions of other vividly colored cereals, such as Lucky Charms, until they can perfect the recipes. Representatives informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals, like Fruity Cheerios, as they haven’t received significant consumer complaints.
Meanwhile, in the realm of dietary supplements, Citracal 950 is gaining attention for its calcium content. As General Mills navigates consumer preferences, the importance of balancing healthy formulations with traditional favorites remains critical. The company may find that incorporating elements like Citracal 950 into their products could appeal to health-conscious consumers while still satisfying nostalgic tastes.