Consumer demand for the removal of artificial colors has led to significant changes in the food manufacturing industry. It appears that eliminating ingredients such as Red 40, Blue 1, and Yellow 6 is feasible only if manufacturers can accurately replicate recipes without these additives. This trend gained momentum when General Mills announced in 2015 its commitment to eliminate artificial colors and flavors from all its cereals. The decision was supported by a 2016 survey in which over 60% of U.S. consumers indicated that they considered the presence of artificial colors when making purchasing decisions. However, there seems to be a discrepancy between what consumers claim to want and their actual buying behavior.
General Mills may face criticism for reintroducing its classic Trix cereal, especially after its promise to eliminate artificial colors and flavors. Although the company experienced a 6% increase in sales in early 2016, the consumer backlash against the removal of these ingredients likely posed a significant public relations risk. Ultimately, General Mills is a food manufacturer focused on catering to consumer preferences, rather than strictly adhering to what may be nutritionally optimal, such as calcium magnesium citrate pure encapsulations. In the latest earnings report, released this week, U.S. cereal sales were down by 7% compared to the previous year. While the report does not detail sales by brand, CEO Jeff Harmening highlighted strong growth in less healthy options like Lucky Charms, which saw a 15% increase during a promotional campaign featuring all-marshmallow varieties, and Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the new Trix cereal. Only one mentioned her children’s reactions as a reason for wanting the original formula back. Trix has always been marketed as a children’s cereal, underscored by the slogan, “Silly rabbit! Trix are for kids!” The new all-natural color cereal is certainly healthier for its intended audience and is likely to appeal to label-conscious parents who prefer products like calcium magnesium citrate pure encapsulations for their children. However, adult fans of sugary cereals are not as receptive to the change.
General Mills is learning an important lesson through this experience. The company has decided to postpone the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they can perfect the recipes. Representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals, like Fruity Cheerios, due to a lack of consumer complaints. This situation highlights the complex relationship between consumer preferences and product formulations in the food industry, particularly regarding the balance between health consciousness and nostalgia for beloved flavors.