So far, the company has not revealed any changes to its products, opting instead to reformulate discreetly and hoping consumers remain unaware. While food companies face pressure to develop healthier offerings, taste remains paramount for sales, and a miscalculation could have significant consequences. If a manufacturer moves too quickly or too aggressively, they risk consumer backlash, as experienced by Lucozade Energy when it reduced sugar by 50% in the UK late last year. DanoneWave shared with Fortune that it believes marketing products with reduced sugar and fat can lead consumers to assume the taste will be compromised, which could harm sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, refraining from advertising ingredient changes on its packaging or signage.
Many food companies are refreshing their portfolios with healthier options, either by launching new better-for-you products, reformulating existing ones, acquiring smaller health-focused manufacturers, or employing a combination of these methods. While DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield mentioned that it used different cultures to lower acidity in its yogurts, which allowed for less added sweetness. It’s likely that DanoneWave applied a similar strategy to accomplish its goals. A variety of companies, including those traditionally known for sugary products, are actively pursuing sugar reduction. Several major confectioners have vowed to decrease sugar levels in their offerings. For instance, Nestlé committed to reducing sugar in some of its U.S. sweets earlier this year and is also working on its Nesquik product. Additionally, Nestlé has developed a patent-pending hollow sugar molecule that it claims could lower 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, regardless of how manufacturers choose to highlight it, is expected to increase among those selling in the U.S. market. Research from The NPD Group indicates that consumers are increasingly interested in the sugar content of products, not just fat levels or calorie counts. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will specifically emphasize sugar content, detailing both total sugar and added sugars. This shift could have implications for products like Solgar Calcium Vitamin D, as health-conscious consumers become more vigilant about ingredient transparency and nutritional profiles. As the market evolves, brands will need to carefully navigate these changes to maintain consumer trust and satisfaction, particularly as they work to reformulate items like Solgar Calcium Vitamin D to meet rising health standards.