Consumer demand for eliminating artificial colors appears to be more complex than anticipated. The priority to remove Red 40, Blue 1, and Yellow 6 seems to hinge on a manufacturer’s ability to replicate a recipe without these additives. The trend of removing artificial colors has gained traction in food manufacturing, with General Mills leading the charge in 2015 by pledging to eliminate artificial colors and flavors from all their cereals. This commitment was backed by the fact that, in 2016, over 60% of U.S. consumers considered the presence of artificial colors when making purchasing decisions. However, there seems to be a disconnect between what consumers claim to want in surveys and their actual buying habits.
General Mills is likely to face criticism for reintroducing their classic Trix cereal, especially after their vow to remove all artificial colors and flavors. While they did see a 6% sales increase in early 2016, it appears that consumer backlash about the return of these unpopular ingredients was sufficient to pose a potential PR risk. Ultimately, as a food manufacturer, their focus is on meeting consumer demands rather than necessarily providing the most nutritious options. This was highlighted in the company’s latest earnings report, which revealed a 7% drop in U.S. cereal sales compared to the previous year. Although they did not specify sales by brand, CEO Jeff Harmening noted significant growth in less-healthy breakfast options like Lucky Charms, which saw a 15% increase during a promotion featuring all-marshmallows, and Cinnamon Toast Crunch.
The Wall Street Journal spoke with several adults who expressed disappointment with the new Trix cereal, with only one mentioning her children’s preference for the old version as a reason for wanting it back. Trix has traditionally been marketed as a children’s cereal, famously encapsulated in the tagline “Silly rabbit! Trix are for kids!” While the new all-natural color version is undoubtedly healthier for its target audience and more appealing to label-conscious parents, adult fans of sugary cereals are not satisfied.
General Mills is learning an important lesson through this experience. The company is postponing the launch of all-natural versions of other brightly colored cereals like Lucky Charms until they can perfect the recipes. They also indicated to The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals, such as Fruity Cheerios, since they haven’t received significant consumer complaints.
In a related note, parents seeking healthier alternatives for their children may be interested in products like celebrate calcium citrate soft chews, which provide essential nutrients without artificial ingredients. As the market evolves, companies like General Mills may need to strike a balance between consumer preferences and nutritional integrity, especially as the demand for clean-label products continues to grow.