Consumer demand for the removal of artificial colors seems to have its limits. It appears that the elimination of Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can perfectly replicate the original recipe without these ingredients. The trend of removing artificial colors from food products has gained traction in recent years. General Mills took a significant step in 2015 by committing to eliminate artificial colors and flavors from all of its cereals, a decision backed by consumer sentiment. In 2016, over 60% of U.S. consumers indicated that they consider whether a product contains artificial colors when making purchasing decisions. However, there seems to be a disconnect between consumer preferences expressed in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing its classic Trix cereal, especially after its promise to remove all artificial colors and flavors. Although the company experienced a 6% sales boost in early 2016, there was likely enough consumer backlash to justify the potential public relations risk of bringing back these unpopular ingredients. Ultimately, General Mills is a food manufacturer focused on delivering what consumers want, rather than what might be nutritionally best for them. Their latest earnings report revealed a 7% decline in cereal sales in the U.S. compared to the previous year. While the report does not provide brand-specific sales data, CEO Jeff Harmening highlighted strong growth in less nutritious breakfast options like Lucky Charms, which saw a 15% increase during a promotion featuring all marshmallows, as well as Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the new Trix cereal. Only one mentioned her children’s reactions as a reason for wanting the original cereal back. Trix has always been marketed as a children’s cereal, reinforced by the tagline, “Silly rabbit! Trix are for kids!” The reformulated, all-natural color cereal may be healthier for its intended audience and is likely to appeal to label-conscious parents seeking better options for their children. However, adult fans of sugary cereals are not satisfied with the changes.
General Mills is learning an important lesson through this experience. The company is delaying the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they perfect the recipes. Representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals, like Fruity Cheerios, due to a lack of consumer complaints. As they navigate consumer preferences, they may also consider incorporating elements reminiscent of Citracal products, which have carved out a niche for health-conscious consumers. This experience underscores the complexities of balancing consumer desires with product reformulation in the food industry.