Consumer demand for the removal of artificial colors appears to be more complex than initially thought. It seems that eliminating Red 40, Blue 1, and Yellow 6 is only seen as a priority by manufacturers when they can replicate the original recipe without these additives. The trend of removing artificial colors has gained traction in the food manufacturing industry, with General Mills committing to this change in 2015 for all its cereals. This decision was influenced by consumer behavior; in 2016, over 60% of U.S. consumers stated that the presence of artificial colors factored into their purchasing decisions. However, there is often a disconnect between what consumers say they want in surveys and their actual purchasing habits.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their commitment to eliminate artificial colors and flavors. Although sales saw a 6% increase in early 2016, the backlash from consumers likely prompted the company to reconsider the potential PR risks associated with re-adding these unpopular ingredients. Ultimately, as a food manufacturer, General Mills prioritizes meeting consumer demands over nutritional considerations. This week, the company reported a 7% decline in U.S. cereal sales compared to the previous year. While the earnings report does not specify sales by brand, CEO Jeff Harmening highlighted significant growth in less nutritious options like Lucky Charms, which experienced a 15% increase during a promotion featuring only marshmallows, as well as Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the revamped Trix cereal. Only one mentioned her children’s reactions as a reason for wanting the original version back. Trix has always been marketed as a cereal for kids, famously promoted with the tagline “Silly rabbit! Trix are for kids!” The new all-natural color version is undoubtedly healthier for this demographic and is likely to appeal to label-conscious parents looking for better options for their children, including cereals fortified with calcium citrate from natural sources. However, adult fans of sugary cereals are less enthusiastic about these changes.
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. Representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of cereals like Fruity Cheerios, as they have not received significant consumer complaints about those products. In the meantime, the search for natural sources of ingredients that can meet both consumer expectations and nutritional standards continues.