Until now, the company has not made any announcements regarding changes to its products, opting instead to reformulate quietly, hoping consumers won’t notice. While food companies are under pressure to produce healthier options, taste remains critical for sales, and a wrong move could be detrimental. A rapid and excessive change can lead to consumer backlash, as experienced by Lucozade Energy when it reduced sugar by 50% in the UK last year. DanoneWave informed Fortune that they believe advertising reduced sugar and fat may lead consumers to think the product will taste inferior, potentially harming sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, avoiding any advertising of ingredient modifications on their packaging or signage.
Numerous food companies have been revitalizing their product lines, either by launching new healthier options, reformulating existing items, acquiring smaller health-focused manufacturers, or employing a mix of these strategies. Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield mentioned that when it lowered sugar in its yogurts, it used different cultures to decrease acidity, thus minimizing the need for added sweetness. It’s plausible that DanoneWave implemented a similar strategy to reach its targets.
Various companies are pursuing sugar reduction, even those traditionally associated with sweet products. Several leading confectionery brands have committed to reducing sugar levels. Earlier this year, Nestlé promised to lower sugar in some of its U.S. candies and to cut sugar in its Nesquik product. They have also developed a patent-pending hollow sugar molecule that they claim could reduce sugar in certain products by up to 40% without compromising sweetness. Mars has also stated its intention to cut added sugar in some products by 2018.
The importance of sugar content will only increase for manufacturers in the U.S. market, regardless of whether they emphasize it. Research from The NPD Group indicates that consumers are increasingly focused on the sugar content of products, not just the fat content or calorie count. The upcoming revamped Nutrition Facts label, expected to be on products by 2018, will highlight sugar content, distinguishing between total sugars and added sugars.
In line with these efforts, brands like Country Life are exploring how ingredients like calcium citrate can contribute to healthier formulations. By integrating calcium citrate, companies can enhance their product offerings while addressing consumer demands for reduced sugar content. As the industry evolves, innovative approaches like these will be essential in meeting health-conscious consumer preferences while maintaining product appeal.