Up to this point, the company has refrained from announcing any changes to its products, opting instead to make modifications quietly and relying on consumers to remain unaware. While food companies face pressure to produce healthier options, taste remains a pivotal factor in driving sales, and any miscalculation could lead to significant losses. Overstepping the mark too quickly can provoke a backlash from customers, as evidenced by the situation when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave shared with Fortune that advertising reduced sugar and fat could lead consumers to assume the product will not taste as good, ultimately harming sales. As a result, Dannon has adopted a “stealth health” reformulation approach, choosing not to promote ingredient changes on its packaging or signage. Numerous food companies are refreshing their offerings to appear healthier, either by introducing new better-for-you products, reformulating existing items, acquiring smaller healthy food brands, or employing a combination of these tactics.
Although DanoneWave did not disclose the methods behind its sugar reductions, when Stonyfield lowered sugar in its yogurts, it indicated that it utilized different cultures to decrease acidity, which in turn reduced the necessity for added sweetness. It’s plausible that DanoneWave employed a similar strategy to achieve its objectives. A variety of companies are actively pursuing sugar reduction, including those traditionally known for sugary products. Several major confectioners have committed to lowering the sugar content of their offerings. Earlier this year, Nestlé vowed to reduce sugar in some of its U.S. sweets and in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims can decrease sugar content in certain products by up to 40% without compromising sweetness. Mars has also announced plans to cut added sugar in some of its products by 2018.
The significance of sugar content will only increase among manufacturers targeting the U.S. market, regardless of whether they highlight it. Research from The NPD Group indicates that consumers are now more concerned about sugar content than merely the amount of fat or calories. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will emphasize sugar content by distinguishing between total sugar and added sugars. Furthermore, products like twin labs calcium citrate with magnesium are gaining attention, as they are often marketed for their health benefits alongside sugar reduction efforts. As the industry evolves, it will be interesting to see how companies balance taste, health, and consumer perception while integrating components such as twin labs calcium citrate with magnesium into their reformulation strategies.