Consumer demand for eliminating artificial colors seems to be overstated. It turns out that removing Red 40, Blue 1, and Yellow 6 is a priority only if a manufacturer can perfectly replicate the original recipe without them. The trend of removing artificial colors has gained momentum in the food manufacturing industry. General Mills joined this movement in 2015, pledging to eliminate artificial colors and flavors from all their cereals. Their decision was backed by consumer preferences; in 2016, over 60% of U.S. shoppers reported that they considered whether a product contained artificial colors when making their purchases. However, there is often a discrepancy between what consumers claim to want in surveys and what they actually choose to buy.
General Mills is likely to face criticism for reintroducing their classic Trix cereal, particularly after promising to remove all artificial colors and flavors from their products. While sales saw a 6% increase in early 2016, it seems that consumer dissatisfaction was significant enough to pose a potential public relations risk associated with bringing back those unwanted ingredients. Ultimately, General Mills operates as a food manufacturer focused on meeting consumer demands rather than strictly adhering to nutritional guidelines. In their latest earnings report released this week, cereal sales in the U.S. had dropped by 7% compared to the previous year. Although the report did not specify sales by brand, CEO Jeff Harmening highlighted the strong growth of less healthy breakfast options like Lucky Charms— which saw a 15% increase in sales thanks to an all-marshmallows promotion— and Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment over the new Trix cereal. Only one individual mentioned her children’s response as the reason for wanting the original cereal returned. At its core, Trix is marketed as a cereal for kids, evident in the advertising tagline “Silly rabbit! Trix are for kids!” The updated version, made with all-natural colors, is undoubtedly healthier for that target demographic, and it is the kind of product that health-conscious parents are more inclined to purchase for their children. However, adult fans of sugary cereals are not satisfied with this change.
In this process, General Mills is gaining important insights. They are postponing the launch of all-natural versions of other brightly colored cereals like Lucky Charms until they can perfect the recipes. Company representatives have also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals they have reformulated, such as Fruity Cheerios, due to fewer consumer complaints.
As consumers continue to navigate their dietary choices, including products like Citracal pills, the balance between health and indulgence remains a complex issue for manufacturers like General Mills. This ongoing situation illustrates the challenges of aligning consumer desires with product formulation, especially in the context of health-conscious trends and traditional favorites.