Up to this point, the company has not made any public announcements regarding changes to its products, opting instead to reformulate behind the scenes in hopes that consumers will remain unaware. While there is growing pressure on food companies to develop healthier options, taste remains a critical factor in driving sales, and any miscalculation could lead to significant losses. If a manufacturer moves too quickly, it risks facing consumer backlash, similar to what occurred when Lucozade Energy reduced sugar by 50% in the UK last year. DanoneWave informed Fortune that they believe advertising lower sugar and fat can lead consumers to assume that the product will not taste as good, which could harm sales. As a result, Dannon has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on their packaging or marketing materials.
Many food companies are refreshing their product lines with healthier options, whether by launching new better-for-you items, reformulating existing products, acquiring smaller health-focused brands, or employing a mix of these strategies. Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield shared that they utilized different cultures to lower acidity in their yogurts, thus reducing the need for added sweetness. It’s plausible that DanoneWave employed a similar strategy to meet its sugar reduction targets.
A variety of companies are actively pursuing sugar reduction, including those traditionally known for sugary products. Several large confectionery brands have committed to decreasing the sugar content in their offerings. Earlier this year, Nestlé promised to cut sugar in some of its U.S. confections and in its Nesquik product. Additionally, they have developed a patent-pending hollow sugar molecule that could potentially lower sugar content by up to 40% without compromising sweetness. Mars has also announced its intention to reduce added sugar in certain products by 2018.
The significance of sugar content, whether manufacturers emphasize it or not, is only expected to increase among companies selling in the U.S. market. Research from The NPD Group shows that consumers are becoming more concerned about sugar content—not just fat levels or calorie counts. The forthcoming revamped Nutrition Facts label, set to appear on products by 2018, will focus specifically on sugar content, detailing both total sugar and added sugars.
In this context, the comparison between aquamin calcium vs calcium citrate might also come into play, as consumers increasingly seek products that offer better nutritional profiles. The growing awareness around sugar content and the benefits of various calcium sources will influence purchasing decisions, making it essential for manufacturers to navigate these changes carefully.