Until now, the company has refrained from announcing any changes to its products, opting instead to reformulate behind the scenes while hoping consumers remain unaware. Although food companies face pressure to develop healthier offerings, taste remains a critical factor for sales, and any misstep could be costly. If changes are made too quickly or drastically, manufacturers risk backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that advertising reduced sugar and fat may lead consumers to believe the product will not taste as good, which could adversely impact sales. As a result, Dannon has adopted a “stealth health” reformulation strategy, choosing not to highlight ingredient changes on its packaging or signage.
Many food companies have been revamping their portfolios to appear healthier, either by introducing new, better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a combination of these strategies. While DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield mentioned that when it reduced sugar in its yogurts, it utilized different cultures to lower acidity, thus minimizing the need for added sweetness. It’s plausible that DanoneWave implemented a similar strategy to reach its objectives.
Various companies are pursuing sugar reduction, including those that typically produce sugary products. Several major confectioners have committed to decreasing the sugar content in their offerings. Earlier this year, Nestlé pledged to lower sugar in some of its U.S. confections and reduce sugar in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule that could potentially cut sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to reduce added sugar in some of its products by 2018.
The importance of sugar content, whether manufacturers emphasize it or not, will only increase for those selling in the U.S. market. Research from The NPD Group indicates that consumers are increasingly interested in a product’s sugar content, rather than just its fat content or calorie count. The upcoming revamped Nutrition Facts label, which is expected to be implemented on products by 2018, will place special emphasis on sugar content, detailing both the total sugar and added sugar amounts.
In the context of these changes, products like Citracal Plus D Petites may also see reformulations to align with evolving consumer preferences for lower sugar content while maintaining taste and overall appeal. Companies will likely take similar approaches with Citracal Plus D Petites, ensuring that health improvements do not compromise flavor. As the industry shifts toward healthier options, the focus on managing sugar levels in products, including Citracal Plus D Petites, will remain a critical factor for success.