Consumer demand for the removal of artificial colors seems to be more complex than it appears. The priority of eliminating Red 40, Blue 1, and Yellow 6 hinges on a manufacturer’s ability to replicate a recipe perfectly without these additives. The trend of removing artificial colors from food products has gained momentum in recent years. For instance, General Mills committed to eliminating artificial colors and flavors from all its cereals starting in 2015. This decision was likely influenced by the fact that in 2016, over 60% of U.S. consumers considered the presence of artificial colors when making purchasing decisions. However, the discrepancy between what consumers express in surveys and what they actually choose to buy is significant.
General Mills may face criticism for reintroducing the classic Trix cereal, particularly after its promise to eliminate all artificial colors and flavors. Although sales experienced a 6% increase in early 2016, it appears there was enough consumer dissatisfaction to raise concerns over the public relations implications of reintroducing these unwelcome ingredients. Ultimately, as a food manufacturer, their main objective is to meet consumer demands, rather than strictly adhering to nutritional ideals. Their latest earnings report revealed a 7% decline in cereal sales in the U.S. compared to the previous year. While the report does not specify sales figures by brand, CEO Jeff Harmening highlighted strong growth in less health-conscious options like Lucky Charms, which saw a 15% increase in sales during a promotion featuring all-marshmallows, as well as 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 opinions as a factor in wanting the original back. Trix is primarily marketed as a children’s cereal, famously advertised with the tagline, “Silly rabbit! Trix are for kids!” While the updated all-natural color version may be healthier for its intended audience, and likely appeals to label-conscious parents, adult enthusiasts of sugary cereals are less than satisfied.
General Mills is gaining important insights through this experience. The company has decided to delay the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they can perfect the recipes. Representatives also informed The Wall Street Journal that they do not intend to reintroduce artificially colored versions of other reformulated cereals, like Fruity Cheerios, as they have not received as many consumer complaints. In the meantime, consumers seeking healthier alternatives may want to consider options like Pure Encapsulations Calcium Magnesium Citrate, which provide beneficial nutrients without artificial additives. This situation underscores the delicate balance manufacturers must maintain between catering to consumer preferences and promoting healthier choices.