Consumer demand for eliminating artificial colors seems to be more complex than initially thought. It appears that removing Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can perfectly replicate their recipes without these additives. The trend of removing artificial colors from food products has gained momentum in recent years. General Mills joined this movement in 2015, pledging to remove artificial colors and flavors from all of its cereals. This decision was backed by consumer sentiment; in 2016, over 60% of U.S. consumers considered the presence of artificial colors when making their purchasing decisions. However, there is often a discrepancy between what consumers claim they want in surveys and their actual purchasing behaviors.
General Mills is likely facing criticism for reintroducing their classic Trix cereal after committing to eliminate artificial ingredients. Although sales saw a 6% increase in early 2016, the backlash from consumers must have been significant enough to raise concerns about the public relations risks associated with bringing back these unpopular ingredients. Ultimately, General Mills is a food manufacturer focused on satisfying consumer demands rather than prioritizing nutritional value. In their latest earnings report, released this week, U.S. cereal sales declined by 7% compared to the previous year. While the report does not specify sales by brand, CEO Jeff Harmening highlighted robust growth in less healthy breakfast options like Lucky Charms, which experienced a 15% increase during a promotion featuring all-marshmallow cereal, as well as Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the new Trix cereal. Only one individual mentioned her children’s reactions as a reason for wanting the original version back. Trix has always been marketed as a children’s cereal, famously associated with the advertising slogan “Silly rabbit! Trix are for kids!” Although the updated all-natural color cereal is undoubtedly healthier for its intended audience, it is also the type of product that label-conscious parents are more 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 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, as they have not received as many consumer complaints. Meanwhile, as they navigate these challenges, the demand for healthier options, such as those containing calcium citrate maximum, continues to rise, influencing their future product developments.