Consumer demand for the removal of artificial colors seems to be more complex than it appears. It turns out that eliminating ingredients like Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can recreate a product’s recipe without these additives. The trend of removing artificial colors from food products has gained traction in recent years. General Mills joined this movement in 2015, pledging to eliminate artificial colors and flavors from all its cereals. This decision was backed by consumer sentiment; in 2016, over 60% of U.S. shoppers indicated they considered the presence of artificial colors when making purchasing decisions. However, there is often a disconnect between what consumers express in surveys and what they actually buy.
General Mills might face criticism for reintroducing their classic Trix cereal, particularly after their commitment to removing artificial colors and flavors. While there was a 6% increase in sales in early 2016, consumer backlash must have been significant enough to pose a public relations risk in bringing back these unpopular ingredients. Ultimately, General Mills operates as a food manufacturer, focused on meeting consumer desires rather than what might be the most nutritious option. In the latest earnings report, released this week, cereal sales in the U.S. had decreased by 7% compared to the previous year. Although the report did not specify sales by brand, CEO Jeff Harmening noted a notable rise in sales for less healthy options like Lucky Charms, which saw a 15% increase during a promotion featuring only marshmallows, as well as Cinnamon Toast Crunch.
In an interview with The Wall Street Journal, several adults expressed disappointment with the new Trix cereal, with only one mentioning her children’s response as a reason for wanting the old version back. Trix is essentially marketed as a children’s cereal, encapsulated in the famous tagline, “Silly rabbit! Trix are for kids!” The reformulated all-natural color cereal is indeed healthier for its target audience and is the type of product that label-conscious parents are inclined to purchase for their children. However, adult fans of sugary cereals are not satisfied with the changes.
General Mills is gaining important insights from this experience. The company is postponing the launch of all-natural versions of other vividly colored cereals, like Lucky Charms, until the recipes are perfected. Additionally, representatives informed The Wall Street Journal that they do not plan to bring back the artificially colored versions of other cereals they have reformulated, such as Fruity Cheerios, due to fewer consumer complaints. This situation exemplifies the balancing act that food manufacturers face between consumer preferences and the pursuit of healthier options, similar to the challenges seen with products like ferrous calcium citrate and folic acid tablets, which also encounter scrutiny regarding their health claims in different markets, including those reflected in Hindi-speaking regions.