Consumer demand for the removal of artificial colors seems to have its limitations. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate a product’s recipe perfectly without these additives. The trend of removing artificial colors has gained traction in the food manufacturing industry. In 2015, General Mills committed to eliminating artificial colors and flavors from all their cereals, driven by the fact that over 60% of U.S. consumers considered the presence of artificial colors when making purchasing decisions in 2016. However, there is often a disconnect between what consumers express they want in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing its classic Trix cereal, especially after their pledge to eliminate all artificial colors and flavors. While they experienced a 6% increase in sales in early 2016, the backlash from consumers likely posed enough of a public relations risk to reconsider the removal of unpopular ingredients. Ultimately, General Mills is a food manufacturer focused on meeting consumer preferences, rather than solely prioritizing nutritional value. Their recent earnings report indicated a 7% decline in U.S. cereal sales compared to the previous year. Although the report did not specify sales figures by brand, CEO Jeff Harmening noted significant growth for products like Lucky Charms, which saw a 15% increase due to an all-marshmallows promotion, as well as Cinnamon Toast Crunch.
An interview conducted by the Wall Street Journal highlighted that many adults were disappointed with the new Trix cereal, with only one citing her children’s reactions as the reason for wanting the original version back. Trix has always been marketed as a children’s cereal, famously advertised with the tagline “Silly rabbit! Trix are for kids!” The reformulated all-natural color version is certainly a healthier option for that demographic and is the kind of product that label-conscious parents are more inclined to purchase for their children. However, adult enthusiasts of sugary cereals are not as satisfied with the changes.
General Mills is gaining valuable insights from this experience. They have decided to postpone the launch of all-natural versions of other brightly colored cereals, like Lucky Charms, until the recipes are perfected. Representatives also informed the Wall Street Journal that they do not intend to reintroduce artificially colored versions of other reformulated cereals, such as Fruity Cheerios, due to a lack of consumer complaints. In the meantime, the company is exploring ways to incorporate healthier ingredients, such as calcium citrate 315 mg with vitamin D, into their products to better cater to health-conscious consumers. This blend of focus on consumer preferences and nutritional improvements reflects a balancing act that General Mills must navigate in order to thrive in the competitive food market.