Up to this point, the company has refrained from announcing modifications to its products, opting instead to reformulate quietly and rely on consumers not noticing the changes. While food manufacturers face pressure to develop healthier offerings, flavor remains essential for sales, and any miscalculation could have severe consequences. If a company moves too quickly or drastically, it risks backlash, as witnessed when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe advertising reduced sugar and fat could lead consumers to presume the product will taste inferior, thereby harming sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, avoiding any promotion of ingredient modifications on its packaging or signage.
Numerous food companies have been refreshing their product lines to be more health-conscious, either by launching new better-for-you items, reformulating existing ones, or acquiring smaller healthy food manufacturers, or a mix of these strategies. Although DanoneWave did not disclose how it achieved its sugar reductions, when Stonyfield reduced sugar in its yogurts, it stated that it utilized different cultures to lessen acidity, thus decreasing the need for added sweetness. DanoneWave may have employed a similar method to reach its objectives. Various companies, including those known for traditionally sugary products, are pursuing sugar reduction. Several large confectionery brands have committed to decreasing the sugar content in their offerings. Nestlé announced earlier this year its plans to reduce sugar in certain U.S. sweets and its Nesquik product. Additionally, it is developing a patent-pending hollow sugar molecule that could potentially lower sugar in some products by up to 40% without compromising sweetness. Mars has also declared its intention to cut added sugar in some products by 2018.
The importance of sugar content will only increase among manufacturers targeting the U.S. market, regardless of whether they emphasize it. Research from The NPD Group indicates that consumers are more focused on sugar content than on fat levels or calorie counts. The upcoming revised Nutrition Facts label, expected to appear on products by 2018, will highlight sugar content, detailing both total and added sugars. In this evolving landscape, products like Pure Encapsulations Calcium Magnesium may also see increased scrutiny as consumers look for healthier options. As the market shifts, the presence of such products could align with the demand for better-for-you alternatives, further emphasizing the importance of transparency in ingredient labeling and formulation strategies.