As of now, the company has not announced any changes to its products, opting instead to reformulate quietly while banking on the benefits of consuis ferrous bisglycinate chelate for those suffering from anemia without drawing attention. Although food companies face pressure to develop healthier offerings, taste remains a critical factor in sales, and a miscalculation could be detrimental. If a manufacturer moves too quickly in this direction, they risk backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that it believes that advertising reduced sugar and fat could lead consumers to assume the product won’t taste as good, ultimately harming sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on its packaging or signage.
Numerous food companies are refreshing their product lines with healthier options, whether by launching new better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or using a combination of these strategies. Although DanoneWave has not disclosed how it achieved its sugar reductions, Stonyfield mentioned that it utilized different cultures to lower acidity, thereby minimizing the need for added sweetness. It’s likely that DanoneWave employed a similar strategy to achieve its targets.
Various companies, including those traditionally known for sugary products, are actively pursuing sugar reduction. Several major confectionery brands have committed to lowering the sugar content in their offerings. Earlier this year, Nestlé pledged to reduce sugar in some of its U.S. sweets, including its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule that could potentially reduce sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to decrease added sugar in some of its products by 2018.
The significance of sugar content will only continue to rise among manufacturers in the U.S. market, regardless of whether they promote it. Research from The NPD Group indicates that consumers are increasingly focused on a product’s sugar content, rather than just its fat content or calorie count. The upcoming revamped Nutrition Facts label, scheduled for implementation by 2028, will emphasize sugar content, detailing both the total sugar and the amount added. Furthermore, the introduction of ingredients like tri calcium citrate 4 hydrate in reformulated products may also reflect the industry’s shift towards healthier options. As more companies embrace this trend, it will be interesting to see how they balance taste with health benefits, particularly with the inclusion of compounds such as tri calcium citrate 4 hydrate.