Consumer demand for the removal of artificial colors seems to be less significant than initially thought. It appears that eliminating Red 40, Blue 1, and Yellow 6 becomes a priority only when manufacturers can replicate their recipes without these additives. The trend of removing artificial colors has gained traction in the food manufacturing industry, with General Mills leading the charge in 2015 by pledging to eliminate artificial colors and flavors from all their cereals. This decision was backed by data showing that over 60% of U.S. consumers considered the presence of artificial colors when making purchasing decisions in 2016. However, there is often a disconnect between what consumers express in surveys and their actual buying behavior.
General Mills might face criticism for reintroducing the classic Trix cereal, especially after their commitment to eliminate artificial colors and flavors. Although there was a 6% sales increase in early 2016, the backlash from consumers likely influenced their decision to revert to the original recipe, which included controversial ingredients. Ultimately, General Mills is a food manufacturer focused on meeting consumer demands rather than strictly adhering to nutritional ideals. Their recent earnings report revealed a 7% decline in U.S. cereal sales compared to the previous year. While the report did not specify sales by brand, CEO Jeff Harmening noted significant growth in less nutritious breakfast options such as Lucky Charms, which saw a 15% increase during a promotion featuring all marshmallows, as well as Cinnamon Toast Crunch.
The Wall Street Journal conducted interviews with several adults who expressed disappointment with the revamped Trix cereal. Notably, only one person mentioned their children’s reaction as a reason for wanting the original product back. Trix is fundamentally marketed as a children’s cereal, highlighted by the tagline, “Silly rabbit! Trix are for kids!” The new all-natural color version of the cereal is certainly a healthier option for that demographic and is likely to appeal to parents who are conscious of product labels. However, adult fans of sugary cereals seem less enthusiastic about the 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 like Lucky Charms until they have perfected the recipes. Representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored variants of other reformulated cereals, such as Fruity Cheerios, as they have not received substantial consumer complaints.
In the midst of these developments, products like Berkley Jensen Calcium Citrate with Vitamin D3 continue to gain attention for their health benefits. As consumers become more health-conscious, the market for supplements that enhance dietary quality, such as Berkley Jensen Calcium Citrate with Vitamin D3, is likely to grow. This trend may influence food manufacturers to consider not only the appeal of their products but also the nutritional impact, further highlighting the complexity of consumer preferences.