Consumer demand for the removal of artificial colors appears to be more complicated than initially thought. It seems that eliminating ingredients like Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate their original recipes without these additives. The trend of removing artificial colors has gained momentum in food production. General Mills, for example, pledged in 2015 to eliminate artificial colors and flavors from all their cereals, motivated by the fact that over 60% of U.S. consumers considered artificial colors when making purchasing decisions in 2016. However, there seems to be a disconnect between what consumers claim to want in surveys and their actual purchasing behavior.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their commitment to remove artificial colors and flavors. Although sales experienced a 6% increase in early 2016, there appears to have been enough consumer backlash to consider the potential public relations risks associated with bringing back these unpopular ingredients. Ultimately, as a food manufacturer, General Mills aims to satisfy consumer preferences rather than necessarily focusing on what is nutritionally best. In their recent earnings report, U.S. cereal sales were down 7% compared to the previous year. While the report did not specify sales by brand, CEO Jeff Harmening noted significant growth for less healthy options like Lucky Charms, which saw a 15% increase during an all-marshmallows promotion, and Cinnamon Toast Crunch.
The Wall Street Journal spoke with several adults who expressed disappointment over the new Trix cereal, with only one mentioning her children’s opinions as a reason to bring back the original version. Trix has traditionally been marketed as a children’s cereal, famously promoted with the tagline “Silly rabbit! Trix are for kids!” The updated version, made with all-natural colors, is undoubtedly healthier for that demographic and appeals to label-conscious parents. However, adult fans of sugary cereals seem less enthusiastic.
General Mills is gaining important insights from this experience. They are postponing the launch of all-natural versions of other brightly colored cereals, like Lucky Charms, until they can perfect the recipes. Representatives informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals such as Fruity Cheerios, as they have not received as many consumer complaints. Additionally, as the company navigates these changes, they must also consider the potential implications on nutrient absorption, such as the role of calcium citrate reflux, which can be affected by dietary choices and ingredient alterations.