Consumer demand for the removal of artificial colors seems to be less critical than initially thought. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate their products without these additives. The trend of removing artificial colors has gained momentum in food manufacturing, with General Mills committing in 2015 to eliminate artificial colors and flavors from all their cereals. This decision was backed by consumer sentiment; in 2016, over 60% of U.S. consumers indicated that they considered the presence of artificial colors when making purchasing decisions. However, there is a notable disconnect between what consumers claim to want in surveys and their actual purchasing behavior.
General Mills may face criticism for reintroducing its classic Trix cereal, especially after its commitment to remove artificial colors and flavors. Although sales saw a 6% increase in early 2016, the backlash from consumers likely influenced the decision to revert to the previous recipe. Ultimately, as a food manufacturer, their priority is to meet consumer demand rather than strictly adhere to nutritional guidelines. In the most recent earnings report, U.S. cereal sales decreased by 7% compared to the previous year. While the report does not detail sales by brand, CEO Jeff Harmening mentioned strong performance in less nutritious breakfast options like Lucky Charms, which saw a 15% increase during a promotion featuring only marshmallows, and Cinnamon Toast Crunch.
The Wall Street Journal spoke with several adults who expressed disappointment with the new Trix cereal, with only one mentioning her children’s preferences as a reason for wanting the original back. Trix is fundamentally aimed at children, reinforced by its advertising slogan, “Silly rabbit! Trix are for kids!” While the updated cereal using all-natural colors is healthier for its target audience and may appeal to label-conscious parents, adult fans of sugary cereals are not impressed.
General Mills is gaining valuable insights from this experience and has decided to postpone the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they perfect their recipes. Representatives also mentioned to The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals they have reformulated, like Fruity Cheerios, due to a lack of consumer complaints.
As consumers become more discerning, it is crucial for manufacturers to adapt. The integration of healthier options, such as calcium citrate, magnesium, zinc, and vitamin D3 tablets into their product lines, may also resonate with health-conscious shoppers. Balancing consumer desires with product integrity will be essential for companies like General Mills moving forward.