Up until now, the company has not revealed any changes to its products, choosing instead to reformulate quietly and rely on consumers not noticing. While food companies face pressure to create healthier options, taste remains a critical factor for sales, as a misstep could have serious consequences. Going too far too quickly can lead to consumer backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe advertising reduced sugar and fat can create the perception that the product won’t taste as good, which could harm sales. As a result, Dannon has adopted a “stealth health” reformulation approach, opting not to promote ingredient changes on its packaging or signage. Numerous food companies are giving their portfolios a health-conscious makeover, whether by launching new healthy options, reformulating existing products, acquiring smaller healthy food manufacturers, or employing a combination of these strategies.
Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield shared that they used different cultures to lower acidity in their yogurts, which reduced the need for added sweetness. It’s possible that DanoneWave utilized a similar strategy to reach its goals. Various companies, including those producing traditionally sugary products, are pursuing sugar reduction. Several major confectioners have committed to decreasing the sugar content in their offerings. Earlier this year, Nestlé pledged to cut sugar in some of its U.S. sweets and to reduce sugar in its Nesquik product. They have also developed a patent-pending hollow sugar molecule that could potentially lower sugar content by up to 40% without compromising sweetness. Mars has also announced intentions to reduce added sugar in some of its products by 2018. The importance of sugar content, regardless of whether manufacturers highlight it, is only set to increase for those selling in the U.S. market. Research from The NPD Group indicates that consumers are more concerned about a product’s sugar content than just its fat or calorie counts. The upcoming revamped Nutrition Facts label, scheduled to appear on products by 2018, will particularly emphasize sugar content, distinguishing between total sugar and added sugars, and highlighting healthy options, such as those fortified with calcium citrate.