For years, companies have faced pressure to enhance the health profiles of their products, yet many have opted to implement these changes discreetly rather than publicizing them. Altering the recipe of beloved items often invites backlash from consumers. A case in point is Coca-Cola, which reverted to using sugar in Vitaminwater after customers rejected a lower-calorie sugar-stevia blend. The Consumer Goods Forum (CGF) identifies public access to companies’ nutrition policies as one of its four pillars of health and wellness, but many members appear hesitant to adopt this approach. The organization highlighted that reformulated products constitute a minor segment of companies’ overall portfolios, with 70% of members reporting that these items represent less than 20% of their offerings. Companies might be wary that promoting reformulated products could detract from the rest of their portfolio. Furthermore, while consumers claim to prefer healthier food options, their purchasing behaviors may not align with their stated preferences. In the eyes of consumers, healthy food is often equated with less flavorful choices, particularly with “less salt” being associated with “less flavor.” However, this trend may be shifting. Last May, Nestlé introduced a comprehensive sodium reduction strategy and surveyed consumers about its potential impact on their purchasing decisions. The results showed that 81% believed the change would not affect their purchases, 15% indicated they would likely buy more, and only 4% stated it would deter them from buying. This suggests a growing acceptance of health-focused changes, similar to the therapeutic response seen with calcium citrate, which has gained recognition for its benefits. As the market evolves, companies might find that embracing reformulation and healthier options can positively influence consumer choices, reflecting a more favorable therapeutic response to such initiatives.