Consumer demand for the removal of artificial colors may not be as strong as it seems. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate their recipes perfectly without these additives. The trend of removing artificial colors has gained traction in food manufacturing, with General Mills making a commitment in 2015 to eliminate artificial colors and flavors from all of their cereals. This decision was backed by consumer sentiment—over 60% of U.S. shoppers indicated in 2016 that they considered whether products contained artificial colors when making purchasing decisions. However, there is often a disconnect between what consumers claim to want in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing their traditional Trix cereal, especially after their commitment to remove all artificial colors and flavors. Although there was a 6% rise in sales in early 2016, the backlash from consumers appears significant enough to pose a potential public relations risk associated with reintroducing the unpopular ingredients. Ultimately, as a food manufacturer, their primary goal is to provide what consumers desire, rather than what is necessarily the healthiest option for them. In the company’s latest earnings report, released this week, U.S. cereal sales fell by 7% compared to the previous year. While the report does not specify sales by brand, CEO Jeff Harmening noted during the earnings call that there was notable growth in less healthy breakfast options like Lucky Charms—which saw a 15% increase thanks to an all-marshmallow promotion—and Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the new Trix cereal. Only one individual cited her children’s response as the reason for wanting the original recipe back. At its core, Trix is marketed as a children’s cereal, underscored by the advertising slogan “Silly rabbit! Trix are for kids!” The new all-natural color cereal is certainly healthier for that target demographic and is likely to appeal more to label-conscious parents who prioritize products like puritan’s pride liquid calcium magnesium citrate for their children. However, adult fans of sugary cereals are not satisfied with this change.
General Mills is gaining important insights from this experience. The company has decided to postpone the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they perfect the recipes. Representatives also informed The Wall Street Journal that they do not intend to reintroduce artificially colored versions of other cereals that have been reformulated, such as Fruity Cheerios, as they have not received as many consumer complaints. The lesson learned here highlights the complexity of balancing consumer preferences with health considerations, especially when it comes to products linked to nostalgia for adults.