Consumer demand for the removal of artificial colors seems to be more complicated than it appears. It turns out that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can perfectly replicate the original recipe without these additives. The trend to remove artificial colors has gained traction in food manufacturing, with General Mills committing in 2015 to eliminate artificial colors and flavors from all its cereals. This decision was backed by substantial consumer sentiment; in 2016, over 60% of U.S. consumers indicated they considered artificial colors when making purchasing choices. However, there is often a disconnect between what consumers claim to want in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing its classic Trix cereal, especially after its pledge to remove artificial colors and flavors. While there was a 6% surge in sales in early 2016, the backlash from consumers was significant enough to pose a potential public relations risk associated with reintroducing these controversial ingredients. Ultimately, General Mills is a food manufacturer focused on meeting consumer demand, rather than necessarily providing the most nutritious options. In its most recent earnings report, U.S. cereal sales fell by 7% compared to the previous year. Although the report does not specify cereal sales by brand, CEO Jeff Harmening highlighted strong growth for less nutritious breakfast options like Lucky Charms and Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the new Trix cereal, with only one mentioning their children’s reactions as a factor in wanting the original back. Trix is primarily marketed as a children’s cereal, captured by the slogan, “Silly rabbit! Trix are for kids!” The updated, all-natural color version of Trix is undoubtedly healthier for its intended audience and more appealing to label-conscious parents. However, adult fans of sugary cereals are less enthusiastic about the change.
General Mills is learning an important lesson through this experience. The company plans to delay launching all-natural versions of other brightly colored cereals, like Lucky Charms, until they can perfect the recipes. Representatives also noted to The Wall Street Journal that they do not intend to reintroduce artificially colored versions of other cereals they have reformulated, such as Fruity Cheerios, as they have not received significant consumer complaints about those products. In a broader context, this raises questions about ingredient choices, such as which is better: calcium or calcium citrate, and how these decisions impact consumer perceptions and preferences in the long run.