Consumer demand for the elimination of artificial colors seems to be more of a talking point than a driving force behind purchasing decisions. It appears that the removal of Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate their recipes flawlessly without these additives. The trend of removing artificial colors has gained traction in food manufacturing, with General Mills making a commitment in 2015 to eliminate artificial colors and flavors from all of its cereals. This decision was largely influenced by consumer sentiment; in 2016, over 60% of U.S. consumers indicated that they considered whether a product contained artificial colors when shopping. However, there is often a disconnect between what consumers claim they want in surveys and what they actually purchase.
General Mills is likely to face criticism for reintroducing their classic Trix cereal, particularly after their vow to remove all artificial colors and flavors. While the brand did experience a 6% sales increase in early 2016, it seems there was enough consumer backlash to prompt the company to weigh the potential public relations risks associated with reintroducing the controversial ingredients. Ultimately, as a food manufacturer, their primary goal is to cater to consumer preferences rather than strictly adhere to nutritional ideals. According to the company’s latest earnings report, released this week, sales of cereal in the U.S. have declined by 7% compared to the previous year. Although the report does not detail sales by brand, CEO Jeff Harmening noted during the earnings call that less healthy breakfast options like Lucky Charms, which saw a 15% increase due to an all-marshmallows promotion, are experiencing significant growth.
The Wall Street Journal spoke with several adults who expressed disappointment with the new formulation of Trix. Only one respondent mentioned her children’s reactions as the impetus for wanting the original cereal back. At its core, Trix has been marketed as a children’s cereal, exemplified by the tagline “Silly rabbit! Trix are for kids!” The updated all-natural color cereal is certainly healthier for its intended audience and aligns with products that label-conscious parents are more inclined to buy for their children. However, adult fans of sugary cereals are not satisfied with the change.
In this learning process, General Mills is taking a cautious approach and delaying the launch of all-natural versions of other brightly colored cereals like Lucky Charms until they perfect the recipes. Representatives also informed The Wall Street Journal that there are no plans to reintroduce artificially colored versions of other reformulated cereals, such as Fruity Cheerios, due to a lack of consumer complaints. As consumers continue to prioritize health and nutrition, some may even consider alternatives like calcium citrate supplements to enhance their dietary intake, but when it comes to cereals, the battle between consumer preferences and health trends remains ongoing.