Up to now, the company has not publicly announced any modifications to its products, opting instead to reformulate discreetly, hoping that consumers will not notice the changes. While food manufacturers are under increasing pressure to develop healthier offerings, taste remains a critical factor for sales, and any miscalculation can be costly. If a company moves too quickly or too drastically, it risks facing consumer backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that advertising reductions in sugar and fat might lead consumers to believe that the product’s taste would be compromised, potentially harming sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, opting not to highlight ingredient changes on its packaging or promotional materials.
Many food companies are giving their product lines a healthier twist, whether by launching new health-conscious items, reformulating existing products, acquiring smaller manufacturers specializing in healthy foods, or employing a combination of these strategies. Although DanoneWave did not disclose the specifics of how it achieved its sugar reductions, Stonyfield mentioned that when it cut sugar from its yogurts, it utilized different cultures to lower acidity, which in turn reduced the need for added sweetness. It is possible that DanoneWave employed a similar strategy to reach its objectives.
A variety of companies, including those traditionally focused on sugary products, are actively pursuing sugar reduction. Several major confectioners have committed to lowering the sugar content of their offerings. Earlier this year, Nestlé pledged to reduce sugar in some of its U.S. sweets and in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could decrease sugar content in certain products by up to 40% without impacting sweetness. Mars has also announced intentions to reduce added sugar in some of its products by 2018.
In the U.S. market, the significance of sugar content—regardless of how manufacturers choose to present it—will only continue to rise. Research from The NPD Group indicates that consumers are increasingly concerned about a product’s sugar content, rather than just its fat or calorie content. The upcoming revamped Nutrition Facts label, set to appear on products by 2018, will particularly emphasize sugar content, detailing both the total sugar and the amount of added sugars.
As consumers become more health-conscious, questions such as whether calcium citrate is good for kidney stones may also influence purchasing decisions, highlighting the importance of comprehensive nutritional information. Understanding the relationship between ingredients and health implications could further impact how companies approach reformulation and consumer communication.