As consumers increasingly seek healthier options, leading food manufacturers are eliminating a range of ingredients, including preservatives, artificial colors and flavors, sugars, and trans fats—essential components that contribute to a product’s taste, appearance, or shelf life. During this process of reformulating their products, companies must ensure they do not compromise the qualities that customers associate with their favorite brands, as this could lead to a significant loss of brand loyalty and market share to competitors. Once a decision is made to reformulate a product, companies face the challenge of executing a potentially complex, lengthy, and costly process, while also deciding how to communicate these changes to consumers. Is it wiser to be open and transparent about the upcoming changes, or should the company quietly implement them and only announce the new product once it is firmly established in the market?
Food Dive reached out to major food companies that have recently transformed their iconic products to learn about their rollout experiences, customer reactions, and communication strategies. For instance, when Nestlé announced in February 2015 its plan to remove artificial colors and flavors from its chocolate candies by the end of that year, it took a proactive approach by informing consumers and declaring itself the first manufacturer to do so. The Swiss giant, known for brands like Crunch and Baby Ruth, replaced Red 40 and Yellow 5 in its Butterfinger with annatto, a natural coloring derived from achiote seeds, and swapped artificial vanillin in the Crunch bar for the real ingredient.
Doreen Ida, president of Nestlé USA Confections & Snacks, emphasized that candy consumers are increasingly interested in foods with fewer artificial components. She stated that the company’s initial step was to eliminate artificial flavors and colors without compromising taste or increasing prices. The significant move by a major player like Nestlé resonated with the public and industry experts alike, who viewed the company as responsive to the rising consumer demand for natural ingredients. Joseph Downing, head of the U.S. Food & Beverage practice at investment bank Alantra, praised Nestlé’s transparent approach, indicating it sent a positive message to consumers seeking clean-label products.
Nestlé continued to innovate by announcing in December 2016 that it had developed a natural method to restructure sugar molecules, allowing manufacturers to use up to 40% less sugar without sacrificing sweetness. This faster-dissolving sugar is currently under patent, with plans to introduce confectionery products featuring it next year.
In contrast, Kraft Heinz opted for a different strategy when it decided to reformulate its classic macaroni and cheese by removing artificial colors, flavors, and preservatives. Changes included replacing Yellow No. 5 and Yellow No. 6 with natural colorings derived from paprika, annatto, and turmeric. Kraft initially announced the changes in April 2015, shortly before merging with Heinz, but chose to remain silent until the newly reformulated product hit shelves in December. As a company spokesperson noted, it took time to ensure the new recipe maintained the product’s beloved taste and appearance.
Kraft Heinz took a bold risk in its marketing approach by promoting the new product as the world’s largest “blind taste test.” The executives viewed this as a significant gamble, but consumers responded positively, purchasing over 50 million boxes of the reformulated macaroni and cheese within the first few months. Galia explained that they wanted fans to experience the product without preconceived notions, allowing them to be pleasantly surprised by the absence of artificial ingredients while retaining the familiar flavor.
Kraft Heinz officially announced the formula changes in March 2016, utilizing print and television ads that humorously stated, “We’d invite you to try it, but you already have.” The company also encouraged fans to share their reactions on social media using the hashtag didntnotice for a chance to win giveaways.
Experts believe food companies should not attempt to conceal recipe changes from consumers. Downing opined that transparency is crucial, suggesting brands communicate their commitment to improving products for consumers. Shortly after Kraft announced its macaroni and cheese reformulation, General Mills decided to eliminate artificial flavors and colors in some cereals, including Trix, which underwent a color transformation using fruit and vegetable juices.
However, after launching the revamped Trix, General Mills encountered backlash from customers who found the new colors lackluster. Despite the trend favoring fewer artificial additives, Trix enthusiasts urged the company to revert to the original formula. Mike Siemienas, a spokesman for General Mills, acknowledged the diverse preferences among consumers and confirmed that the company would reintroduce “Classic Trix” while still offering the new version.
Despite the challenges faced, General Mills stands by its decision to reformulate Trix, emphasizing its commitment to listening to consumer feedback. Downing suggested that the company might have missed an opportunity to educate consumers about the health benefits of avoiding artificial additives.
For many consumers, preferences may outweigh the need for education. In 2016, over 60% of U.S. shoppers considered whether a product contained artificial colors when making purchase decisions. However, research shows that there can be a notable discrepancy between what consumers claim to prefer and their actual purchasing behavior.
As companies navigate these challenges, they might consider incorporating products like Citracal with vitamin D and magnesium into their offerings, as consumers increasingly prioritize health and wellness in their food choices.