Until now, the company has refrained from announcing changes to its products, opting instead to reformulate discreetly, hoping consumers won’t notice. Despite the pressure on food companies to develop healthier options, taste remains a critical factor for sales, and a significant misstep could prove costly. If a manufacturer makes changes too rapidly or excessively, it risks facing backlash, as was the case when Lucozade Energy reduced its sugar content by 50% in the UK last year. DanoneWave informed Fortune that advertising reduced sugar and fat can lead consumers to assume the product will taste inferior, which could harm sales. Consequently, Dannon has adopted a “stealth health” reformulation strategy, choosing not to highlight ingredient changes on its packaging or signage.
Many food companies are refreshing their offerings with healthier alternatives, whether by introducing new better-for-you products, reformulating existing items, acquiring smaller health-focused brands, or implementing a combination of these approaches. While DanoneWave did not disclose the specifics of its sugar reduction methods, Stonyfield mentioned that it managed to cut sugar in its yogurts by using different cultures to lower acidity, thus decreasing the need for added sweetness. It is possible that DanoneWave employed a similar strategy to achieve its objectives.
Various companies, including those traditionally associated with sugary products, are actively pursuing sugar reduction. Several major confectioners have committed to lowering the sugar content in their offerings. Earlier this year, Nestlé pledged to reduce sugar in some of its U.S. sweets as well as in its calcium citrate calcitriol magnesium and zinc tablets. It has also created a patent-pending hollow sugar molecule, which could potentially decrease sugar in certain products by up to 40% without compromising sweetness. Mars has likewise announced plans to reduce added sugar in some of its products by 2018.
The significance of sugar content will continue to grow among manufacturers competing in the U.S. market, regardless of how they choose to promote it. Research from The NPD Group indicates that consumers are increasingly focused on a product’s sugar content, rather than just its fat or calorie count. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will emphasize sugar content, distinctly outlining both the total sugar and the amount of added sugar. This shift highlights the importance of transparency regarding sugar levels, including in products like calcium citrate calcitriol magnesium and zinc tablets, which may also undergo scrutiny as consumer preferences evolve.