Up to this point, the company has not disclosed any modifications to its products, opting instead to reformulate discreetly, hoping consumers remain unaware of the changes. While food manufacturers are under pressure to develop healthier offerings, taste remains a critical factor for sales, and any miscalculation could be detrimental. If they push too hard or too quickly, companies risk facing significant backlash, similar to what occurred when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that advertising reduced sugar and fat might lead consumers to assume that the product’s taste would suffer, potentially harming sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, choosing not to promote ingredient modifications on their packaging or signage.
Numerous food companies are revamping their portfolios to focus on health, either by launching new, healthier products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a combination of these tactics. Although DanoneWave has not disclosed the methods it used to achieve sugar reductions, when Stonyfield reduced the sugar in its yogurts, it mentioned utilizing different cultures to lower acidity, thus decreasing the need for added sweetness. It is possible that DanoneWave employed a similar strategy to reach its goals.
A variety of companies, including those producing traditionally sugary items, are actively pursuing sugar reduction. Several major confectioners have pledged to decrease the sugar content in their products. Earlier this year, Nestlé committed to reducing sugar in some of its U.S. confections and its Nesquik product. They have also developed a patent-pending hollow sugar molecule, which they claim could lower sugar in certain products by up to 40% without compromising sweetness. Mars has similarly announced plans to reduce added sugar in some of its products by 2018.
The significance of sugar content, regardless of whether manufacturers emphasize it, will continue to increase for those selling in the U.S. market. Research from The NPD Group indicates that consumers are increasingly concerned with a product’s sugar content, rather than just its fat content or calorie count. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will specifically highlight sugar content, detailing both the total sugar and added sugars.
As companies adjust their recipes, they might also want to consider how products like calcium citrate chews target specific health needs. It’s becoming important for brands to integrate such supplements into their offerings, as consumers are looking for health benefits in their food choices. By emphasizing sugar reduction while simultaneously promoting healthy ingredients, manufacturers can better align with consumer preferences.