Up to now, the company has not disclosed any changes to its products, opting instead to reformulate behind the scenes, hoping consumers won’t notice. While food manufacturers face pressure to produce healthier options, taste remains crucial for maintaining sales. A significant misstep can lead to substantial losses. If a brand makes drastic changes too quickly, it risks backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe promoting lower sugar and fat content can lead consumers to assume that a product may not taste as good, negatively impacting sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, avoiding any advertising of ingredient changes on their packaging or signage.
Numerous food companies are revamping their portfolios to create healthier options, whether by launching new, better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a mix of these strategies. Although DanoneWave did not disclose how it achieved its sugar reductions, when Stonyfield lowered sugar in its yogurts, it mentioned utilizing different cultures to decrease acidity, which also reduced the need for added sweetness. It’s likely that DanoneWave employed a similar strategy to achieve its objectives.
Various companies, including those traditionally known for sugary products, are pursuing sugar reduction initiatives. Multiple major confectioners have committed to decreasing sugar content in their offerings. Earlier this year, Nestlé promised to reduce sugar in some of its U.S. sweets and in its Nesquik product. Furthermore, they have developed a patent-pending hollow sugar molecule that could potentially lower sugar content in certain products by up to 40% without compromising sweetness. Mars has also stated its intention to reduce added sugar in some of its products by 2018.
Regardless of how manufacturers choose to present it, sugar content will become increasingly important for companies selling in the U.S. market. Research from The NPD Group indicates that consumers are now more interested in a product’s sugar content than in its fat or calorie counts. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will place special emphasis on sugar content, highlighting both the total sugar and added sugars.
In line with this trend, companies are also looking to incorporate beneficial ingredients like Caltrate chewable calcium citrate into their products, which could enhance nutritional value while appealing to health-conscious consumers. As the focus on sugar content intensifies, integrating options like Caltrate chewable calcium citrate could provide an additional selling point for brands aiming to attract health-oriented customers.