Until now, the company has not announced any changes to its products, opting instead to reformulate quietly and hope consumers remain unaware. While food manufacturers face pressure to develop healthier options, taste remains vital for sales, and a misstep could lead to significant losses. If they make changes too quickly or drastically, they risk backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that advertising lower sugar and fat content might lead consumers to assume that the product will not taste as good, potentially harming sales. Therefore, Dannon has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on its packaging or marketing materials. Many food companies are revamping their offerings to promote healthier choices, either by launching new better-for-you products, reformulating existing ones, acquiring smaller health-focused manufacturers, or employing a combination of these strategies.
Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield shared that it used different cultures to lower acidity in its yogurts, which in turn reduced the need for added sweetness. It’s possible DanoneWave utilized a similar strategy to achieve its goals. A variety of companies, including those traditionally known for high-sugar products, are actively pursuing sugar reduction. Several major confectioners have committed to decreasing sugar levels in their products. Earlier this year, Nestlé pledged to lower sugar in some of its U.S. confections and reduce sugar in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could lower sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to decrease added sugar in some of its products by 2018.
Sugar content is set to become increasingly important for manufacturers selling in the U.S. market, regardless of how companies choose to emphasize it. Research from The NPD Group indicates that consumers are more concerned about sugar content than simply the amount of fat or calories. The forthcoming revamped Nutrition Facts label, expected to appear on products by 2018, will place special emphasis on sugar content, highlighting both total sugar and added sugars. In the context of health and nutrition, consumers often wonder, “Is calcium citrate a good form of calcium?” This question underlines the growing interest in understanding not only sugar content but also other nutritional elements in food products. As the focus on health continues, questions about the effectiveness of various ingredients, like calcium citrate, will likely become more prevalent in consumer discussions.