Consumer demand for the removal of artificial colors in food products seems to have its limits. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can successfully replicate the original recipes without these additives. The trend of removing artificial colors has gained traction in food production, with General Mills making a commitment in 2015 to eliminate artificial colors and flavors from all of its cereals. This decision was well-founded; in 2016, over 60% of U.S. consumers reported that they considered the presence of artificial colors when making purchasing decisions. However, there seems to be a disconnect between what consumers claim to want in surveys and their actual buying behaviors.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their promise to eliminate all artificial colors and flavors. Although sales experienced a 6% increase in early 2016, the backlash from consumers may have been significant enough to make the potential public relations risk of reintroducing these unpopular ingredients a concern. Ultimately, as a food manufacturer, their primary goal is to cater to consumer preferences rather than strictly focusing on nutritional value.
In the company’s latest earnings report, released this week, cereal sales in the U.S. saw a decline of 7% compared to the previous year. While the report does not specify sales figures by brand, CEO Jeff Harmening noted strong performance among less healthy options like Lucky Charms, which experienced a 15% growth during the quarter due to an all-marshmallow promotion, as well as Cinnamon Toast Crunch.
The Wall Street Journal spoke with several adults who expressed disappointment with the new Trix cereal. Only one mentioned her children’s response as the reason for wanting the original version back. Traditionally marketed as a children’s cereal, Trix utilizes the advertising slogan “Silly rabbit! Trix are for kids!” The new all-natural colored cereal is certainly a healthier choice for its intended audience and appeals to health-conscious parents. However, adult enthusiasts of sugary cereals are not pleased with the changes.
General Mills is gaining insights from this experience and has decided to postpone the launch of all-natural versions of other brightly colored cereals like Lucky Charms until they perfect the recipes. Company representatives informed The Wall Street Journal that they do not plan to reintroduce the artificially colored versions of other cereals, such as Fruity Cheerios, that they have reformulated, citing fewer consumer complaints about those products.
Interestingly, discussions about food ingredients often raise questions about health implications, such as whether calcium citrate is bad for you. As companies like General Mills navigate consumer preferences and health trends, the conversation around food additives and their effects on well-being will likely continue to evolve.