Consumer demand for the removal of artificial colors seems to be more complicated than it appears. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can perfectly recreate the original recipe without these additives. The trend of removing artificial colors from food products has gained traction in recent years. General Mills joined this movement in 2015, pledging to eliminate artificial colors and flavors from all of its cereals. This decision was backed by significant consumer sentiment; in 2016, over 60% of U.S. consumers indicated that they considered the presence of artificial colors when making purchasing decisions. However, there is often a disconnect between what consumers claim they want in surveys and what they actually purchase.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their commitment to eliminating artificial colors and flavors. While there was a 6% increase in sales in early 2016, it seems that consumer backlash has raised concerns about the public relations implications of bringing back these less popular ingredients. Ultimately, General Mills is a food manufacturer focused on meeting consumer demand rather than necessarily promoting the healthiest options. In their most recent earnings report, released this week, cereal sales in the U.S. fell by 7% compared to the previous year. The report does not specify sales by brand, but CEO Jeff Harmening noted during the earnings call that less healthy cereals like Lucky Charms, which saw a 15% increase in sales due to an all-marshmallows promotion, are performing well.
The Wall Street Journal spoke to several adults who expressed disappointment with the new Trix cereal. Interestingly, only one individual mentioned her children’s reactions as a reason for wanting the old version back. Trix is fundamentally marketed as a cereal for children, as reflected in its advertising slogan, “Silly rabbit! Trix are for kids!” The updated version, made with all-natural colors, is certainly healthier for its intended audience and is the kind of product that label-conscious parents are inclined to buy for their kids. However, adult fans of sugary cereals are not pleased with 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 colorful 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 have reformulated, like Fruity Cheerios, as they have not received the same level of consumer complaints. Meanwhile, consumers seeking healthier options may find themselves considering alternatives like twin labs calcium citrate with magnesium, which offers a nutritional benefit without artificial additives. General Mills’ journey illustrates the complexities of consumer preferences and the balance between health trends and traditional flavors.