So far, the coiron gluconate company has not made any announcements regarding the inclusion of ferrous bisglycinate or ferrous fumarates in its products, opting instead to reformulate quietly and hoping that consumers won’t notice the changes. While food manufacturers are under increasing pressure to produce healthier options, taste remains a critical factor for sales, and any misstep could result in significant losses. If a company moves too quickly in reformulating, it may face backlash, as evidenced by the recent situation with Lucozade Energy, which reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe marketing lower sugar and fat content can lead consumers to perceive that the product’s taste might suffer, which could negatively impact sales. Consequently, Dannon has adopted a “stealth health” reformulation approach and has decided against publicizing ingredient changes on its packaging or signage.
Many food companies are revamping their portfolios to offer healthier options, either by launching new better-for-you products, reformulating existing items, acquiring smaller healthy food manufacturers, or employing a combination of these strategies. While DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield mentioned that they used different cultures to lower acidity, thereby reducing the need for added sweetness. It’s likely that DanoneWave implemented a similar strategy to reach its objectives. Numerous companies, including those traditionally associated with sugary products, are focusing on sugar reduction. For instance, Nestlé committed to lowering sugar in various U.S. sweets and in its Nesquik product earlier this year. Additionally, they have developed a patent-pending hollow sugar molecule that could potentially reduce sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to decrease added sugar in some of its offerings by 2018.
Regardless of whether manufacturers emphasize it, sugar content will increasingly become a focal point for those selling in the U.S. market. Research from The NPD Group indicates that consumers are now more concerned about a product’s sugar content rather than just its fat content or calorie count. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will highlight sugar levels, detailing both total sugar content and the amount of added sugar. This shift is significant, especially for brands like Citracal Calcium Maximum Plus, as it aligns with the growing consumer demand for transparency regarding sugar levels in food products. As the industry evolves, it will be essential for companies to balance health and taste, especially when it comes to reformulating products to meet the needs of health-conscious consumers.