Until now, the company has refrained from publicly announcing modifications to its products, opting instead to reformulate quietly, banking on the idea that consumers won’t notice the changes. While food companies face pressure to create healthier options, taste remains essential for driving sales, and a mistake in this area could prove costly. If a manufacturer moves too quickly in altering their products, they risk facing backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe marketing reduced sugar and fat can lead consumers to perceive the product as less palatable, negatively impacting sales. Consequently, Dannon has adopted a “stealth health” reformulation strategy, avoiding the advertisement of ingredient changes on its packaging or signage. Many food brands are revamping their offerings to be healthier, either by launching new nutritious products, reformulating existing ones, acquiring smaller healthy food manufacturers, or a combination of these approaches.
Although DanoneWave has not disclosed the methods behind its sugar reductions, Stonyfield revealed that when it lowered sugar in its yogurts, it utilized different cultures to decrease acidity, thereby diminishing the need for added sweetness. It’s plausible that DanoneWave employed a similar strategy to achieve its objectives. A variety of companies are pursuing sugar reduction initiatives, even those traditionally associated with sugary products. Several major candy manufacturers have committed to decreasing sugar levels. Earlier this year, Nestlé promised to lower sugar in some of its U.S. confections and reduce sugar in its Nesquik product. Additionally, they have developed a patent-pending hollow sugar molecule, which they claim could decrease sugar in certain products by up to 40% while maintaining sweetness. Similarly, Mars has announced plans to cut added sugar in some of its products by 2018.
The importance of sugar content will only increase for manufacturers in the U.S. market, regardless of whether they highlight it. Research from The NPD Group indicates that consumers are now more focused on a product’s sugar content rather than just fat or calorie counts. The revamped Nutrition Facts label, set to appear on products by 2018, will emphasize sugar content, detailing both the total sugar and the amount added. In this context, products like Solaray Cal Mag may also benefit from clear labeling regarding their sugar content, as consumers become more health-conscious and seek to make informed choices. As health trends evolve, incorporating healthier ingredients and transparency around sugar content will be crucial for companies aiming to attract today’s discerning consumers, similar to how Solaray Cal Mag aligns with the growing demand for wellness products.