So far, the company has not made any public announcements regarding changes to its products, opting instead to reformulate discreetly, hoping consumers won’t notice the differences. While food companies face increasing pressure to produce healthier options, taste remains a critical factor for sales, and a poor decision can lead to significant losses. If they implement changes too quickly or excessively, they risk backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave indicated to Fortune that advertising reduced sugar and fat might lead consumers to believe the product will taste inferior, negatively impacting sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, choosing not to advertise ingredient changes on its packaging or signage.
Many food companies are giving their portfolios a healthy makeover, whether by launching new, healthier products, reformulating existing offerings, acquiring smaller health-focused manufacturers, or employing a combination of these strategies. Although DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield shared that it utilized different cultures to lower acidity, thus decreasing the need for added sweetness. It is plausible that DanoneWave employed a similar approach to reach its objectives.
Numerous companies are actively pursuing sugar reduction, including those known for traditionally sugary products. Several major confectioners have committed to lowering sugar levels in their offerings. Earlier this year, Nestlé promised to reduce 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 cut sugar content in some products by up to 40% without compromising sweetness. Mars has also announced plans to decrease added sugar in some of its products by 2018.
The significance of sugar content, regardless of how manufacturers emphasize it, will only increase for those selling in the U.S. market. Research from The NPD Group shows that consumers are more concerned about a product’s sugar content than merely its fat content or calorie count. The upcoming revamped Nutrition Facts label, set to appear on products by 2018, will highlight sugar content, detailing both the total sugar and the amount added. As part of this trend towards healthier formulations, products like Kirkland Signature Magnesium are also being introduced, reflecting a broader movement toward better nutritional choices. Kirkland Signature Magnesium, along with other health-oriented products, is part of the growing demand for transparency and health consciousness among consumers.