Consumer demand for the removal of artificial colors may not be as strong as initially thought. It appears that eliminating Red 40, Blue 1, and Yellow 6 becomes a priority only if a manufacturer can recreate a recipe without these additives. The trend of removing artificial colors has gained momentum in the food manufacturing industry. General Mills embraced this shift in 2015, pledging to eliminate artificial colors and flavors from all of their cereals. This decision was backed by consumer sentiment; in 2016, over 60% of U.S. shoppers indicated that they considered the presence of artificial colors when making purchasing decisions. However, there’s often a disconnect between what consumers claim they want in surveys and their actual purchasing behavior.
General Mills is likely to face criticism for reintroducing their classic Trix cereal, especially after their commitment to remove all artificial colors and flavors from their products. Although there was a 6% sales increase in early 2016, it seems that enough consumer dissatisfaction arose to pose a potential public relations risk by bringing back these unwanted ingredients. Ultimately, General Mills is a food manufacturer focused on meeting consumer demand, rather than strictly adhering to nutritional ideals. Their latest earnings report revealed a 7% decline in U.S. cereal sales compared to the previous year. While the report does not specify sales by brand, CEO Jeff Harmening noted that options like Lucky Charms, with its recent all-marshmallow promotion, saw a significant 15% growth.
The Wall Street Journal spoke with several adults who expressed disappointment over the new Trix cereal. Only one person mentioned her children’s preferences as a reason for wanting the old recipe back. Trix has always been marketed as a cereal for kids, famously branded with the tagline “Silly rabbit! Trix are for kids!” The updated all-natural color cereal is certainly a healthier option for its intended audience and aligns well with the purchasing habits of label-conscious parents. However, adult enthusiasts of sugary cereals are not as accepting of these changes.
General Mills is gaining important insights through this experience. The company has decided to postpone the launch of all-natural versions of other vibrantly colored cereals, like Lucky Charms, until they perfect the recipes. They also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals, such as Fruity Cheerios, due to a lack of significant consumer complaints. Meanwhile, products like calcium bluebonnet are positioned to attract health-conscious consumers, but their success will depend on balancing taste and ingredient transparency. As General Mills navigates this complex landscape, they must find a way to satisfy both health-conscious parents and nostalgic adult fans who crave the sugary cereals of their childhood.