As consumers increasingly seek healthier options, major food manufacturers are eliminating a range of ingredients, including preservatives, artificial colors and flavors, sugars, and trans fats. These additives are essential for providing products with distinct tastes and appearances, as well as prolonging freshness. However, while companies update their ingredient lists, they must be cautious not to strip away the qualities that consumers love about their favorite products—failing to do so could irreparably harm brand loyalty and result in lost market share to competitors.
When a company decides to reformulate a product, it faces the challenge of navigating a process that can be complex, time-consuming, and costly. Furthermore, it must determine the best way to inform the public about these changes. Should they be upfront and transparent about the upcoming modifications and the reasons behind them? Or would it be wiser to implement the changes quietly and only announce the new “clean label” product once it has firmly established itself in the market?
Food Dive contacted several major food companies that have recently revamped their iconic products to assess their rollout strategies, customer reactions, and outreach efforts. For instance, when Nestlé pledged in February 2015 to remove artificial colors and flavors from its chocolate candies by year-end, it made a public announcement, claiming to be the first manufacturer to take such a step. The Swiss company, recognized for its beloved confections like Crunch and Baby Ruth, substituted Red 40 and Yellow 5 in its Butterfinger crunchy center with annatto, a natural food coloring derived from achiote seeds. Additionally, it replaced artificial vanillin in its Crunch bar with the real ingredient.
Doreen Ida, president of Nestlé USA Confections & Snacks, highlighted the growing consumer interest in products with fewer artificial ingredients: “Our initial step has been to eliminate artificial flavors and colors without compromising taste or increasing the price.” The public and industry experts noted the significance of such a major shift by a giant like Nestlé. Joseph Downing, head of the U.S. Food & Beverage practice at investment bank Alantra, remarked, “Nestlé’s announcement is a positive story. They’re essentially saying, ‘Hey, consumer, we understand you want natural, clean label-friendly ingredients, and we’re taking action.'”
In December 2016, Nestlé further advanced its commitment by announcing a natural method to restructure sugar molecules, enabling manufacturers to use up to 40% less sugar without sacrificing sweetness. The company is currently in the process of patenting this faster-dissolving sugar and plans to introduce confectionery products made with it next year.
Kraft Heinz opted for a different approach when it decided to reformulate its iconic macaroni and cheese by removing artificial colors, flavors, and preservatives. The changes involved swapping out Yellow No. 5 and Yellow No. 6 dyes for natural coloring derived from paprika, annatto, and turmeric. The company initially announced this modification in April 2015, just before merging with Heinz, but chose to remain silent until the revamped product hit store shelves in December. A spokesperson noted the importance of maintaining the product’s taste and appearance, stating, “We could not compromise on the product’s taste and look. We worked diligently for over three years, connecting and testing with our fans every step of the way.”
Kraft Heinz adopted a bold promotional strategy by introducing the new product as the world’s largest “blind taste test.” Executives described this as one of their most significant bets, and consumers responded positively, purchasing over 50 million boxes of the reformulated version within the first few months. “Since we were confident that the new product tasted just as good as the old, we chose not to immediately announce the recipe change until March 2016,” Galia explained, “We wanted fans to discover for themselves that their beloved Kraft Macaroni & Cheese was free of artificial flavors, preservatives, and dyes while retaining the great taste they loved.”
In March 2016, Kraft Heinz formally announced the formula changes through playful print and television ads that stated, “We’d invite you to try it, but you already have.” The company also encouraged macaroni and cheese enthusiasts to share their reactions on social media using the hashtag didntnotice for a chance at giveaways.
Downing believes that food companies should be transparent about product reformulations. “It shouldn’t be something that’s hidden or disguised. Just tell consumers, ‘We love this product too, but we’re making it better.'” Shortly after Kraft’s announcement, General Mills decided to phase out artificial flavors and colors in some of its cereals, including Trix, which underwent a color transformation using fruit and vegetable juices.
However, after launching the new version of Trix, General Mills faced backlash from customers who found the natural colors less vibrant and even uninspiring. Despite the growing trend toward fewer artificial additives, Trix fans campaigned for the return of the original formula. “Consumers have different preferences, and many Trix fans expressed a longing for the bright colors and nostalgic taste of the classic cereal,” said Mike Siemienas, a spokesman for General Mills.
During the transition away from artificial colors and flavors, the company’s food scientists struggled to reproduce the vibrant red, neon blue, and green hues with natural ingredients, which also altered the cereal’s flavor. In response to the backlash, General Mills decided to reintroduce “Classic Trix” in October, maintaining both the new formulation without artificial ingredients and the classic version for consumers.
Despite these challenges, General Mills stands by its decision to reformulate Trix. “We continuously listen to our consumers and innovate our products to meet their preferences,” Siemienas added. Downing suggested that General Mills might have missed an opportunity to educate customers on the benefits of avoiding certain additives. “If the product’s color is a bit different, consumers can adapt, especially when it means not consuming chemicals.”
Interestingly, in 2016, over 60% of U.S. consumers stated that they considered whether a product contained artificial colors while shopping. Yet, the gap between consumer preferences and actual purchasing behaviors can be striking. Some shoppers may prioritize personal preferences over education, leading to complexities in reformulating beloved products. As the industry evolves, the challenge remains for food companies to navigate consumer desires for healthier options, like calcium citrate vitamin D2, while preserving the qualities that define their iconic products.