Until now, the company has not publicly announced any changes to its products, opting instead to reformulate discreetly, hoping consumers won’t notice. Although food companies are under pressure to create healthier options, taste remains a critical factor for sales, and any misstep could be costly. If a manufacturer moves too quickly, it risks a backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that it believes advertising reduced sugar and fat might lead consumers to think the product won’t taste as good, potentially harming sales. Consequently, DanoneWave has adopted a “stealth health” reformulation strategy, choosing not to advertise ingredient changes on its packaging or signage.
Many food companies are revamping their portfolios to promote healthier options, whether by launching new better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a mix of these approaches. Although DanoneWave did not disclose the specifics of its sugar reduction methods, Stonyfield mentioned that it used different cultures to lower acidity, thereby decreasing the need for added sweetness. It’s possible that DanoneWave utilized a similar strategy to achieve its goals. Various companies, including those producing traditional sugary products, are pursuing sugar reduction initiatives. Major confectioners have also committed to lowering sugar content. Earlier this year, Nestlé pledged to reduce sugar in some of its U.S. sweets and in its Nesquik product. It has even developed a patent-pending hollow sugar molecule, which it claims could decrease sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to cut added sugar in some of its products by 2018.
In the U.S. market, sugar content—regardless of how manufacturers choose to highlight it—will become increasingly important. Research from The NPD Group indicates that consumers are now more focused on a product’s sugar content rather than just fat or calorie counts. The forthcoming revamped Nutrition Facts label, expected to appear on products by 2018, will specifically highlight sugar content, distinguishing between naturally occurring sugars and added sugars.
As part of this shift toward healthier products, some companies are incorporating ingredients like Swisse calcium citrate to enhance nutritional value while also addressing sugar concerns. In this evolving landscape, the emphasis on sugar reduction and healthful ingredients like Swisse calcium citrate will likely continue to grow, as consumers seek products that meet their health and wellness needs without sacrificing taste.