As consumers increasingly seek healthier options, leading food manufacturers are eliminating a range of additives, including preservatives, artificial colors, flavors, sugars, and trans fats. These ingredients are essential for providing specific tastes and appearances, as well as extending shelf life. During this overhaul of their ingredient lists, companies must be cautious not to strip away the qualities that consumers love about their products, as this could severely harm brand loyalty and allow competitors to gain market share.
Once a company decides to reformulate a product, it faces the challenge of managing a process that can be complex, time-consuming, and costly. Additionally, they need to determine how to communicate these changes to the public. Is it better to be transparent and inform consumers about the upcoming changes and their reasons? Or should they implement the changes quietly until the new product is well-established in the market?
Food Dive reached out to several major food companies that have recently transformed their iconic products to understand how these rollouts unfolded, how customers responded, and how their outreach strategies fared. For instance, when Nestlé committed in February 2015 to eliminate artificial colors and flavors from its chocolate candies by the end of the year, it publicly declared this decision, claiming to be the first company to do so. Nestlé, known for brands like Crunch and Baby Ruth, replaced Red 40 and Yellow 5 in its Butterfinger with annatto, a natural food coloring derived from the achiote tree, and swapped artificial vanillin in its Crunch bar for the real ingredient.
“We understand that candy consumers are interested in broader food trends focusing on fewer artificial ingredients,” stated Doreen Ida, President of Nestlé USA Confections & Snacks. “Our initial step was to remove artificial flavors and colors without compromising taste or raising prices.” The significant move by a large company like Nestlé made a strong impression on the public and the industry, as it was recognized for responding to the rising demand for natural ingredients.
Joseph Downing, head of the U.S. Food & Beverage practice at investment bank Alantra, remarked, “Nestlé’s announcement was a smart move. They are essentially telling consumers, ‘We’ve recognized your desire for natural and clean-label ingredients, and we’ve committed to reformulating our products over the next several years.’” This approach was viewed positively.
Nestlé went even further in December 2016 by announcing it had developed a natural method to restructure sugar molecules, allowing manufacturers to use up to 40% less sugar without sacrificing sweetness. The company is currently in the process of patenting this faster-dissolving sugar, with plans to introduce confectionery products featuring it next year.
In contrast, Kraft Heinz took a different approach when it decided to alter the recipe of its iconic macaroni and cheese by removing artificial colors, flavors, and preservatives. This reformulation involved replacing Yellow No. 5 and Yellow No. 6 dyes with natural colors from paprika, annatto, and turmeric. Kraft initially announced the change in April 2015, just before merging with Heinz, but deliberately refrained from discussing it until after the new product hit shelves in December. According to a spokesperson, such ingredient changes take time, especially for a well-known brand.
“For our fans, we could not compromise on the product’s taste and appearance,” explained Lynne Galia, Kraft Heinz’s head of communications for U.S. brands. “We worked on these improvements for over three years, engaging with our fans throughout the process.” Kraft Heinz took a significant risk with its promotional strategy when it launched the new product, branding it as the world’s largest “blind taste test.” Executives described this decision as one of their biggest gambles, and consumers responded positively, purchasing over 50 million boxes of the reformulated product in the initial months.
Since we were confident that the new product tasted just as good as the old, we refrained from immediately promoting the recipe change until March 2016. We wanted fans to discover it for themselves without any prompts,” Galia stated. Kraft Heinz officially announced the formula changes in March 2016 through print and television ads, playfully stating, “We’d invite you to try it, but you already have.” The food giant also encouraged macaroni and cheese enthusiasts to share their reactions on social media using the hashtag didntnotice for a chance to win giveaways.
Experts like Downing suggest that food companies should be open about their product reformulations. “It’s not something that should be kept hidden. Just tell consumers, ‘We know you love this product, but we’re changing it to make it better.’”
Following Kraft’s announcement regarding macaroni and cheese, General Mills decided to phase out artificial flavors and colors in some of its cereals, with Trix being among the brands targeted for a color makeover using fruit and vegetable juices and spice extracts. However, after launching the new version of Trix last year, General Mills faced backlash from customers who found the natural colors lackluster and even disheartening. Despite the consumer trend toward fewer artificial additives, Trix fans urged the company to revert to the old formula.
“Consumers have varying food preferences, and we have heard from many Trix fans that they missed the bright, vibrant colors and the nostalgic taste of classic Trix cereal,” said Mike Siemienas, spokesman for General Mills. During the process of removing artificial colors and flavors, the company’s food scientists struggled to replicate the bright hues using natural ingredients, leading consumers to claim the flavor had also changed. Consequently, General Mills decided to reintroduce “Classic Trix” in October.
“We will continue to offer our current formulation of Trix with no artificial flavors and no colors from artificial sources—which has its own fan base—along with Classic Trix, so both products will be available for consumers,” Siemienas noted. Despite the challenges, General Mills appears to have no regrets about its decision to alter Trix. “We are always listening to our consumers and continually innovating our products to ensure we meet their preferences. Not everyone has the same tastes, and that’s perfectly fine,” he added.
Downing believes General Mills may have overlooked an opportunity to educate customers about the negative aspects of certain additives. “If the product is going to have a slightly different color, consumers can adapt and avoid harmful chemicals in their diets. Perhaps their advertising campaign should have focused more on educating the public,” he suggested.
For some shoppers, the issue may be more about personal preference than education. In 2016, over 60% of U.S. consumers indicated they considered whether a product contained artificial colors during their purchasing decisions. However, what consumers express they want and what they actually purchase can often differ significantly.
In the context of health-conscious consumers, products like Kirkland calcium citrate magnesium and zinc also reflect a growing trend towards more natural and beneficial ingredients. The pricing of such items, “kirkland calcium citrate magnesium and zinc precio,” plays a crucial role in consumer decision-making, highlighting the importance of transparency and education in reformulation strategies.