Up to this point, the company has not revealed any changes to its products, opting instead to reformulate discreetly and rely on consumers not noticing the modifications. While food companies are under pressure to develop healthier offerings, taste remains a vital factor for sales, and a poorly executed change could have significant repercussions. If a manufacturer goes too far too quickly, it risks facing backlash, as was the case when Lucozade Energy reduced its sugar content by 50% in the UK late last year. DanoneWave informed Fortune that it believes advertising reduced sugar and fat can lead consumers to assume that the product may not taste as good, ultimately harming sales. To avoid this, Dannon has adopted a “stealth health” reformulation strategy, choosing not to promote ingredient changes on its packaging or signage.
Many food companies are refreshing their product lines, either by launching new healthier options, reformulating existing products, acquiring smaller healthy food manufacturers, or a mix of these approaches. Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield mentioned that when it cut sugar in its yogurts, it used different cultures to lower acidity, which reduced the need for added sweetness. It is possible that DanoneWave employed a similar strategy to reach its objectives.
Various companies are targeting sugar reduction, including those known for traditionally sugary items. Several major confectioners have committed to decreasing the sugar levels in their products. For instance, Nestlé announced earlier this year that it would cut sugar in some of its U.S. sweets and in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could lower sugar content in certain products by up to 40% without compromising sweetness. Mars has also committed to reducing added sugar in some of its offerings by 2018.
The significance of sugar content, whether manufacturers emphasize it or not, will only increase among those selling in the U.S. market. Research from The NPD Group indicates that consumers are now more focused on a product’s sugar content than on fat content or calorie counts. The upcoming revamped Nutrition Facts label, set to appear on products by 2018, will prominently feature sugar content, detailing both the total sugar and the added sugars. This shift in focus is particularly relevant given the current market trends, including ccm tablet price considerations, as consumers become more health-conscious and aware of what they are consuming, including the sugar content in their foods.