So far, the company has not announced any changes to its products, opting instead to reformulate quietly and hope consumers remain unaware. While food manufacturers face pressure to develop healthier options, taste remains a critical factor for sales, and any misstep could have significant consequences. If a company moves too quickly with changes, it risks backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK last year. DanoneWave informed Fortune that advertising reduced sugar and fat can lead consumers to believe that the product may not taste as good, ultimately harming sales. As a result, Dannon has adopted a “stealth health” reformulation strategy, choosing not to publicize ingredient changes on its packaging or signage.
Numerous food companies are rebranding their portfolios with healthier options, whether by launching new, better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a mix of these strategies. While DanoneWave did not disclose how it achieved its sugar reductions, when Stonyfield lowered sugar in its yogurts, it indicated that different cultures were used to reduce acidity, thereby minimizing the need for additional sweetness. It’s plausible that DanoneWave employed a similar approach to reach its objectives.
A variety of companies, including those known for traditionally sugary products, are pursuing sugar reduction efforts. Several leading confectioners have pledged to lower sugar content across their offerings. Earlier this year, Nestlé committed to reducing sugar in some of its U.S. sweets and its Nesquik product. Moreover, they are developing a patent-pending hollow sugar molecule, which they claim could decrease sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to reduce added sugar in some of its products by 2018.
The significance of sugar content will continue to rise among manufacturers selling in the U.S. market, regardless of how they choose to highlight it. Research from The NPD Group indicates that consumers are increasingly focused on sugar content, not just fat or calorie counts. The forthcoming updated Nutrition Facts label, expected to appear on products by 2018, will emphasize sugar content, separately listing the total sugar and the amount added.
Additionally, as companies pivot towards healthier formulations, products like Solaray Calcium Citrate Supreme are becoming more prominent, emphasizing the trend of incorporating beneficial ingredients into consumer offerings. This shift not only addresses health concerns but also aligns with consumer preferences for transparency and nutritional value. As manufacturers navigate these changes, the balance between taste and health will be critical, particularly as they seek to integrate products like Solaray Calcium Citrate Supreme into their lines while maintaining flavor integrity.