Until now, the company has not publicly announced any changes to its products, opting instead to reformulate quietly, hoping consumers remain unaware. While food manufacturers are pressured to develop healthier options, taste remains critical for sales, as even a small misstep could prove costly. A significant shift may provoke consumer backlash, similar to what occurred when Lucozade Energy reduced sugar by 50% in the UK last year. DanoneWave informed Fortune that they believe advertising reduced sugar and fat might lead consumers to assume that the product’s taste has diminished, ultimately harming sales. To avoid this, Danone has adopted a “stealth health” reformulation strategy, choosing not to promote ingredient changes on packaging or signage.
Numerous food companies are revamping their portfolios to introduce healthier options, either by launching new better-for-you products, reformulating existing ones, or acquiring smaller healthy food manufacturers. Although DanoneWave did not disclose the specifics of their sugar reduction methods, Stonyfield previously mentioned that they utilized different cultures to decrease acidity, thereby minimizing the need for additional sweetness. It is plausible that DanoneWave employed a similar strategy to meet its objectives.
Various companies, even those typically associated with sugary products, are pursuing sugar reduction initiatives. Notably, several major confectioners have pledged to decrease the sugar levels in their offerings. Earlier this year, Nestlé committed to reducing sugar in certain U.S. sweets and in its Nesquik product. Additionally, they are developing a patent-pending hollow sugar molecule, which they claim could cut sugar in some products by up to 40% without compromising sweetness. Mars has also announced plans to lower added sugar in select products by 2018.
Sugar content is becoming increasingly significant for manufacturers in the U.S. market, regardless of whether they promote it. Research from The NPD Group indicates that consumers are more concerned with sugar content than with fat or calorie counts. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will focus on sugar content, distinguishing between total sugar and added sugars. In this context, companies may also explore alternatives such as calcium citrate chewable tablets to enhance their product offerings while maintaining taste and health benefits. As brands continue to prioritize consumer preferences, the integration of ingredients like calcium citrate chewable tablets could become a strategic move in their reformulation efforts.