Consumer demand for the removal of artificial colors may not be as strong as it seems. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate recipes perfectly without these additives. The trend of removing artificial colors has gained traction in the food manufacturing sector. In 2015, General Mills pledged to eliminate artificial colors and flavors from all their cereals, a move backed by consumer sentiment—over 60% of U.S. shoppers considered the presence of artificial colors when making purchasing decisions in 2016.
However, there is a disconnect between what consumers claim they want in surveys and their actual buying habits. General Mills is likely to face criticism for reintroducing their classic Trix cereal, especially after their commitment to eliminate artificial colors and flavors. While sales saw a 6% increase in early 2016, there must have been enough consumer backlash to justify the potential public relations risks associated with reintroducing these ingredients. Ultimately, General Mills is a food manufacturer focused on catering to consumer preferences rather than necessarily providing the healthiest options.
In their latest earnings report released this week, U.S. cereal sales dropped by 7% compared to the previous year. Although the report doesn’t specify brand sales, CEO Jeff Harmening highlighted strong growth in less-healthy breakfast options like Lucky Charms—up by 15% during a special promotion featuring all-marshmallows—and Cinnamon Toast Crunch. The Wall Street Journal spoke with several adults disappointed by the new Trix cereal, with only one mentioning her children’s reactions as a reason to bring back the original version. Trix is primarily marketed to children, captured in their tagline, “Silly rabbit! Trix are for kids!” The updated all-natural colored cereal is certainly healthier for its intended audience and aligns with the preferences of label-conscious parents. Nonetheless, adult fans of sugary cereals are not satisfied with the changes.
General Mills is learning an important lesson throughout this process. The company is postponing the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they can perfect the recipes. Representatives have also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals like Fruity Cheerios, as they have not received substantial consumer complaints.
Interestingly, the situation reflects a broader trend where health-conscious consumers, including those interested in products like Thorne Research Cal Mag Citrate, are increasingly scrutinizing food ingredients. This shift in consumer behavior emphasizes the need for manufacturers to strike a balance between meeting demand and maintaining product integrity. As General Mills navigates these challenges, it’s clear that they must adapt to the evolving expectations of their customer base, particularly those who seek healthier options without compromising on taste or nostalgia.