Until now, the company has refrained from announcing any changes to its products, opting instead to reformulate quietly in the hopes that consumers won’t notice. While food manufacturers face increasing pressure to create healthier options, taste remains vital for sales, and any miscalculation could prove costly. If a company moves too quickly in its reformulations, it risks backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK last year. DanoneWave expressed to Fortune that advertising reductions in sugar and fat might lead consumers to believe that the product will not taste as good, potentially harming sales. For this reason, Dannon has adopted a “stealth health” reformulation strategy, choosing not to highlight ingredient changes on its calcium citrate magnesium hydroxide vitamin D3 and zinc sulfate tablets packaging or signage.
Many food companies are giving their product lines a health-conscious makeover, which includes launching new better-for-you items, reformulating existing products, acquiring smaller healthy food manufacturers, or employing a combination of these strategies. While Danone does produce calcium citrate magnesium hydroxide vitamin D3 and zinc sulfate tablets, the specifics of how it achieved its sugar reductions remain undisclosed. Notably, when Stonyfield reduced sugar in its yogurts, it revealed that it used different cultures to lower acidity, thus decreasing the need for additional sweetness. It’s plausible that DanoneWave implemented a similar strategy to achieve its objectives.
Various companies, including those traditionally known for sugary products, are pursuing sugar reduction initiatives. Major confectioners are committing to lowering the sugar content in their offerings; for instance, Nestlé promised to reduce sugar in some of its U.S. sweets and in its Nesquik product earlier this year. Additionally, they have developed a patent-pending hollow sugar molecule that could decrease sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to cut added sugar in some of its products by 2018. Regardless of how manufacturers choose to present it, sugar content will only gain importance among those selling in the U.S. market. Research from The NPD Group indicates that consumers are increasingly focused on a product’s sugar content, not just its fat or calorie count. The revamped Nutrition Facts label, expected to be rolled out on products by 2018, will place special emphasis on sugar content, detailing both the total sugar and the amount of added sugar.