Consumer demand for the removal of artificial colors may not be as strong as it appears. It seems that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can perfectly replicate the original recipes without them. The trend of removing artificial colors has gained traction in the food manufacturing industry. General Mills, for instance, joined this movement in 2015, pledging to eliminate artificial colors and flavors from all its cereals. This decision was likely influenced by a 2016 survey in which over 60% of U.S. consumers expressed concern about artificial colors when making purchases. However, there is often a discrepancy between what consumers claim they want and what they actually buy.
General Mills may face criticism for reintroducing its classic Trix cereal, especially given its commitment to removing artificial colors and flavors. Although sales experienced a 6% increase in early 2016, there must have been significant consumer pushback that justified the potential public relations risk of reinstating these unpopular ingredients. Ultimately, General Mills is a food manufacturer focused on meeting consumer demands rather than solely promoting nutritional value. In its latest earnings report released this week, cereal sales in the U.S. fell by 7% compared to the previous year. While the report does not specify brand sales, CEO Jeff Harmening highlighted strong growth in less nutritious breakfast options like Lucky Charms, which surged 15% during a promotion featuring all-marshmallow varieties, and Cinnamon Toast Crunch.
The Wall Street Journal spoke to several adults who expressed disappointment with the new Trix cereal. Only one mentioned her children’s reaction as the reason she wanted the original back. Trix has always been marketed as a cereal for kids, encapsulated in the tagline, “Silly rabbit! Trix are for kids!” The updated formula with all-natural colors is certainly healthier for that demographic and is the kind of product that parents who are mindful of labels are more inclined to purchase for their children. However, adult fans of sugary cereals are less enthusiastic.
General Mills is gaining important insights from this experience. The company is postponing the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they can perfect the recipes. Company representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals they have reformulated, like Fruity Cheerios, due to a lack of consumer complaints. This cautious approach may also involve incorporating ingredients like citrate malate calcium to enhance the nutritional profile of their products while still appealing to consumers’ tastes.