Consumer demand for the elimination of artificial colors appears to be a complex issue. It seems that removing ingredients like Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can recreate a product’s recipe without compromising its quality. 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 back in 2015, driven by the fact that over 60% of U.S. consumers considered the presence of artificial colors when making purchasing decisions in 2016. However, there is often a discrepancy between what consumers express they want in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing its classic Trix cereal, especially after its vow to eliminate all artificial colors and flavors. Although the company experienced a 6% sales increase in early 2016, it appears that the consumer backlash was significant enough to raise concerns about the public relations risks associated with reinstating these controversial ingredients. Ultimately, as a food manufacturer, their primary goal is to cater to consumer preferences rather than strictly adhering to nutritional ideals. In the latest earnings report released this week, U.S. cereal sales were down by 7% compared to the previous year. While the report does not specify sales by brand, CEO Jeff Harmening highlighted growth in less healthy breakfast options like Lucky Charms, which saw a 15% increase in sales during the quarter, thanks in part to an all-marshmallows promotion, and Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the new formulation of Trix cereal. Only one individual mentioned her children’s reactions as the reason for wanting the original recipe back. Trix has always been marketed as a cereal for children, epitomized by the tagline, “Silly rabbit! Trix are for kids!” While the updated version featuring all-natural colors is undoubtedly healthier for the target demographic, label-conscious parents are more likely to choose such options for their children, especially if they include beneficial ingredients like calcium citrate malate and vitamin D3. However, adult fans of sugary cereals seem to reject the new formulation.
General Mills is learning a crucial lesson through this experience. The company is postponing 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 plan to reintroduce artificially colored versions of other cereals they’ve reformulated, like Fruity Cheerios, due to the lack of significant consumer complaints. This strategy may ultimately help them strike a balance between consumer preferences and nutritional integrity, potentially incorporating ingredients like calcium citrate malate and vitamin D3 to enhance the health profile of their products.