So far, the company has not made any announcements regarding changes to its products, opting instead to reformulate quietly and hoping consumers won’t take notice. While food companies face pressure to develop healthier offerings, taste remains a critical factor for sales, and any miscalculation could have significant consequences. If a manufacturer moves too aggressively, it risks backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that it believes advertising reduced sugar and fat can lead consumers to assume that the product’s taste will suffer, negatively impacting sales. For this reason, Dannon has adopted a “stealth health” reformulation approach, choosing not to promote ingredient changes on its packaging or signage.
Many food companies are giving their product lines a healthy makeover, whether by launching new, better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a combination of these strategies. Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield indicated that when it lowered sugar in its yogurts, it utilized different cultures to decrease acidity, thus minimizing the need for added sweetness. It’s possible that DanoneWave employed a similar strategy to meet its goals.
Various companies are pursuing sugar reduction strategies, including those that traditionally produce sugary items. Several major confectioners have committed to reducing the sugar content in their products. Earlier this year, Nestlé vowed to cut sugar in some of its U.S. candies, including its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule that could potentially lower sugar content in certain products by up to 40% without compromising sweetness. Mars has also announced plans to reduce added sugar in some of its products by 2018.
Regardless of how manufacturers choose to highlight or downplay it, sugar content is becoming increasingly important for those selling in the U.S. market. Research from The NPD Group indicates that consumers are now more focused on a product’s sugar content rather than just its fat or calorie levels. The revamped Nutrition Facts label, set to be implemented by 2018, will place special emphasis on sugar content, detailing both the total sugar and the amount of added sugars.
In this evolving landscape, products like calcium citrate berry wellness are becoming more relevant, as consumers seek healthier alternatives with added benefits. As companies continue to reformulate, the integration of beneficial ingredients, such as calcium citrate, into their products will likely grow in significance, further enhancing their appeal in the marketplace.