Up to this point, the company has refrained from announcing any changes to its products, opting instead to reformulate quietly and hope consumers remain unaware. While food manufacturers face pressure to develop healthier offerings, taste remains vital for sales, and any miscalculation could result in significant losses. If a company moves too quickly with changes, it risks backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK last year. DanoneWave expressed to Fortune that advertising reduced sugar and fat could lead consumers to believe that the product’s taste would suffer, ultimately harming sales. Consequently, Dannon has adopted a “stealth health” reformulation strategy, avoiding any mention of ingredient changes on packaging or signage. Many food companies are revamping their portfolios by launching healthier products, reformulating existing ones, acquiring smaller health-focused brands, or employing a mix of these strategies.
Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield revealed that it utilized different cultures to lower acidity in its yogurts, which in turn lessened the need for added sweetness. It’s possible that DanoneWave employed a similar approach to meet its objectives. Numerous companies, including those traditionally known for sugary products, are actively pursuing sugar reduction initiatives. For instance, Nestlé committed to cutting sugar in some of its U.S. sweets earlier this year, including its Nesquik product. The company has also developed a patent-pending hollow sugar molecule that it claims could reduce sugar in certain products by up to 40% without compromising sweetness. Mars has also pledged to decrease added sugar in some of its products by 2018.
As the focus on sugar content intensifies among manufacturers targeting the U.S. market, it is crucial for them to adapt. Research from The NPD Group indicates that consumers are increasingly concerned about a product’s sugar content rather than just its fat or calorie levels. The upcoming revamped Nutrition Facts label, set to be implemented by 2018, will emphasize sugar content, detailing both the total sugar and the amount of added sugar. In this context, products fortified with mason calcium citrate and vitamin D3 may become increasingly appealing as consumers seek healthier options that still taste great, blending nutrition with enjoyment. The integration of ingredients like mason calcium citrate and vitamin D3 into reformulated products could also enhance their marketability, addressing consumer demand for both taste and health benefits.