As consumer preference shifts towards healthier products, leading food manufacturers are eliminating a range of ingredients, including preservatives, artificial colors and flavors, sugars, and trans fats—key additives that provide distinctive taste, appearance, and extended freshness. In revamping their ingredient lists, companies must be cautious not to strip away the qualities that consumers link with their beloved products, or they risk irrevocably harming brand loyalty and losing market share to rivals. Once the choice to reformulate a product is made, companies face the challenge of navigating a complex, time-consuming, and potentially expensive process. They must also decide how to convey these changes to the public. Is it wiser to be transparent and inform consumers about the upcoming modifications and their rationale? Or should manufacturers implement the changes quietly until the cleaner-labeled product is firmly established in the marketplace?
Food Dive reached out to prominent food brands that have recently revamped their iconic products to learn about the rollout process, consumer reactions, and the effectiveness of their outreach strategies. When Nestle announced in February 2015 its commitment to eliminating artificial colors and flavors from its chocolate candies by the end of the year, the company publicly shared this decision, claiming to be the first manufacturer to do so. The Swiss company, known for popular confections like Crunch and Baby Ruth, replaced Red 40 and Yellow 5 in its Butterfinger crunchy center with annatto, a natural food coloring derived from achiote tree seeds. Additionally, it substituted artificial vanillin in its Crunch bar with the authentic ingredient.
Doreen Ida, president of Nestle USA Confections & Snacks, stated, “We know that candy consumers are interested in broader food trends around fewer artificial ingredients.” She emphasized that their initial step was to eliminate artificial flavors and colors without compromising taste or increasing costs. An expert noted that Nestle’s proactive stance left a significant impression on the public and the industry, as it demonstrated responsiveness to consumer demand for products made with natural ingredients. “The idea of [Nestle] announcing it is actually a good one,” commented Joseph Downing, head of the U.S. Food & Beverage practice at investment bank Alantra. “They’re essentially saying, ‘Hey, consumer, you want natural and clean label-friendly ingredients, and we’ve decided internally that for the next several years we’ve agreed to reformulate.’ I think that’s a positive story.”
Nestle took its efforts further by announcing in December 2016 that it had found a natural method to restructure the sugar molecule, enabling manufacturers to use up to 40% less sugar without sacrificing sweetness. The company is currently patenting this faster-dissolving sugar and plans to introduce confectionery products utilizing it next year.
Kraft Heinz adopted a different strategy when it decided to alter the recipe of its iconic macaroni and cheese by removing artificial colors, flavors, and preservatives. The changes included replacing Yellow No. 5 and Yellow No. 6 dyes with natural colors derived from paprika, annatto, and turmeric. Kraft initially revealed the change in April 2015, shortly before completing its merger with Heinz, but intentionally refrained from discussing it until after the reformulated product hit shelves in December. According to a company spokesperson, these ingredient alterations often require time, particularly for such a well-known brand. “For our fans, we could not compromise on the product’s taste and look,” said Lynne Galia, Kraft Heinz’s head of communications for U.S. brands. “So until we were confident that we had the right recipe with no artificial flavors, preservatives, or dyes, we were not going to change the product. We worked on these improvements for well over three years, connecting and testing with our fans every step of the way.”
Kraft Heinz took a risk in its promotional approach by launching the new product with what it called the world’s largest “blind taste test.” Executives noted that the decision represented one of their biggest bets, which was rewarded by consumers who purchased more than 50 million boxes of the reformulated version within the first few months. “Since we knew that the new product tasted just as good as the old, we decided not to immediately shout the recipe change from the rooftops until March 2016 because we wanted fans to experience it for themselves without being prompted,” Galia explained. “We wanted them to be pleasantly surprised that their iconic Kraft Macaroni & Cheese they’ve been eating for months not only had no artificial flavors, preservatives, or dyes but still had the great taste they were used to.” Kraft Heinz officially announced the formula changes in March 2016 through print and television ads that humorously stated, “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.
Food companies should not attempt to conceal product reformulations from consumers, according to Downing. “I don’t think it’s something that should be hidden, muffled, or disguised. Just say that, ‘We know you love this product, but we’re going to change it to make it better.’” Following Kraft’s announcement about its macaroni and cheese changes, General Mills decided to phase out artificial flavors and colors in some of its cereals. Trix was one popular brand chosen for a color makeover, utilizing fruit and vegetable juices along with spice extracts to create its new appearance. However, after launching the new version of Trix last year, General Mills faced backlash from customers who deemed the natural colors drab and even depressing. Despite the trend towards fewer artificial additives, Trix fans urged the company to revert to the original formula.
“Consumers have differing food preferences, and we heard from many Trix fans that they missed the bright, vibrant colors and the nostalgic taste of the classic Trix cereal,” said Mike Siemienas, a spokesman for General Mills. During the transition to eliminate artificial colors and flavors, the company’s food scientists struggled to replicate the bright red, neon blue, and green hues with natural ingredients. Additionally, consumers claimed that these natural components altered the cereal’s flavor. As a result of the backlash, 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 confirmed.
Despite the challenges faced, General Mills expressed no regrets about its decision to change Trix. “We are always listening to our consumers, and we continually innovate and renovate our products to ensure we’re meeting consumer preferences. Not everyone likes the same thing—and that’s perfectly okay,” he added. Downing believes General Mills missed an opportunity to educate customers about the benefits of avoiding certain additives. “If it’s going to be a little bit of a different color, people can get used to that and not put chemicals in their body. Maybe their advertising campaign should have done more to educate people,” he suggested.
For some shoppers, the issue may be more about personal preference than education. In 2016, over 60% of U.S. consumers indicated that they considered whether a product contained artificial colors when making purchasing decisions. However, it turns out that in some instances, consumer preferences expressed in surveys do not always align with actual purchasing behavior. In this evolving landscape, brands like Trader Joe’s have capitalized on consumer interest in healthier options, introducing products such as Trader Joe’s calcium citrate to appeal to health-conscious shoppers.