Consumer demand for the removal of artificial colors seems to have its limits. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate their recipes without these additives. The trend of removing artificial colors has gained momentum in food production, with General Mills taking significant strides in 2015 by pledging to eliminate artificial colors and flavors from all their cereals. This decision was backed by the fact that in 2016, over 60% of U.S. consumers considered the presence of artificial colors in a product when making purchasing decisions. However, there is often a discrepancy between what consumers express in surveys and their actual buying behaviors.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their commitment to rid their cereals of artificial colors and flavors. Although they experienced a 6% increase in sales in early 2016, it seems there was enough consumer discontent to warrant caution regarding the potential public relations fallout from reinstating these unpopular ingredients. Ultimately, as a food manufacturer, their primary goal is to meet consumer demand rather than to prioritize nutritional value. Recent earnings reports revealed a 7% decline in U.S. cereal sales compared to the previous year. While the report does not specify brand sales, CEO Jeff Harmening noted notable growth in less nutritious breakfast options like Lucky Charms, which saw a 15% increase during a promotion featuring only marshmallows, and Cinnamon Toast Crunch.
The Wall Street Journal spoke to several adults who expressed disappointment with the revamped Trix cereal. Only one mentioned her children’s opinions as the reason for wanting the old version back. Traditionally, Trix has been marketed as a cereal for kids, underscored by the advertising slogan “Silly rabbit! Trix are for kids!” The newly formulated all-natural color cereal is indeed healthier for its intended audience and is the sort of product that conscientious parents are likely to purchase for their children. However, adult enthusiasts of sugary cereals are not satisfied with this change.
General Mills is gaining valuable insights through this experience. They have decided to postpone the launch of all-natural versions of other vibrant cereals, such as Lucky Charms, until they can perfect the recipes. Company representatives informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals, like Fruity Cheerios, that have been reformulated, as they haven’t received a significant number of consumer complaints.
In light of these developments, it seems that even in the era of health-conscious choices, consumers still exhibit a complex relationship with product formulations. Just as people are increasingly aware of their dietary needs and are looking for supplements like CVS calcium citrate with vitamin D, they also grapple with nostalgia and preferences for the cereals of their youth, which complicates manufacturers’ efforts to adapt to changing demands.