The push from consumers to eliminate artificial colors from food products seems to be more complicated than initially thought. For instance, removing colors like Red 40, Blue 1, and Yellow 6 appears to be a priority only if manufacturers can effectively replicate recipes without them. General Mills, a notable player in the food industry, embraced this trend in 2015 by committing to eliminate artificial colors and flavors from all their cereals. Their decision was backed by consumer sentiment; in 2016, over 60% of U.S. shoppers reported considering artificial colors when making purchasing decisions. However, there is often a discrepancy between what consumers claim they want and their actual buying behavior.
General Mills is likely to face criticism for reintroducing their classic Trix cereal, especially after their commitment to eliminate artificial ingredients. Although sales saw a 6% increase in early 2016, consumer backlash may have posed a significant public relations risk. Ultimately, General Mills is a food manufacturer focused on meeting consumer demands rather than solely prioritizing nutritional quality. In their recent earnings report, cereal sales in the U.S. declined by 7% year-over-year. While the report doesn’t specify brand performance, CEO Jeff Harmening mentioned strong growth in less nutritious options like Lucky Charms, which saw a 15% increase during a promotional period featuring all marshmallows, along with Cinnamon Toast Crunch.
An interview by The Wall Street Journal revealed that many adults were disappointed with the new Trix cereal, with only one respondent citing her children’s preferences as a reason for wanting the original back. Trix has always been marketed as a children’s cereal, highlighted by its slogan, “Silly rabbit! Trix are for kids!” The new all-natural color version is indeed healthier for this target market and is the type of product that label-conscious parents would more likely purchase for their kids. However, adult fans of sugary cereals are not as receptive to these changes.
General Mills is learning an important lesson through this experience. The company has decided to delay 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 revert to artificially colored versions of other reformulated cereals, like Fruity Cheerios, due to the lack of significant consumer complaints. In the meantime, they may consider incorporating beneficial ingredients like calcium citrate with vitamin D3 to enhance the nutritional profile of their cereals, aligning with some health-conscious consumer preferences.