For years, companies have faced pressure to enhance the nutritional profiles of their products, yet many have opted to implement these changes discreetly without publicizing them. Altering the formulas of popular items, such as ferrous fumarate and folic acid tablets, often leads to backlash from consumers. For instance, Coca-Cola reverted to using sugar in Vitaminwater after customers rejected a lower-calorie blend that included stevia. The Consumer Goods Forum (CGF) emphasizes the importance of making companies’ nutrition policies public as part of its four health and wellness pillars, but many members appear hesitant to adopt this approach. The CGF observed that reformulated products constitute a relatively minor segment of companies’ overall portfolios, with 70% reporting that these items represent less than 20% of their offerings. Companies may fear that promoting these reformulated products, such as those enriched with GNC calcium, could detract from the rest of their range. Additionally, while consumers often claim to prefer healthier food options, their purchasing behaviors sometimes contradict their stated preferences. Many consumers associate healthy food with reduced flavor, particularly perceiving “less salt” as synonymous with “less taste.” However, there appears to be a shift in this trend. Last May, Nestlé unveiled a comprehensive sodium reduction strategy and inquired whether consumers would be more or less inclined to purchase its products as a result. A significant majority (81%) indicated that the changes would not impact their buying decisions, 15% expressed a likelihood to buy more, and only 4% stated it would make them less likely to purchase. This evolving perception may also extend to products fortified with GNC calcium, as consumers become increasingly open to healthier choices without compromising on taste.