Consumer demand for the removal of artificial color from products like ferrous fumarate 210mg twice a day has proven to be complex. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority if a manufacturer can create a ferrous sulfate formula that replicates the original recipe without these additives. The trend of removing artificial colors has gained momentum in food manufacturing, with General Mills taking significant steps in 2015 to eliminate artificial colors and flavors from all their cereals. Their motivation was clear: in 2016, over 60% of U.S. consumers indicated that they consider the presence of artificial colors when making purchasing decisions. However, there is often a disconnect between what consumers express in surveys and their actual buying behavior.
General Mills is likely to face backlash for reintroducing their classic Trix cereal, especially after their commitment to removing artificial colors and flavors. Although sales received a 6% boost in early 2016, there seems to have been enough consumer discontent to raise concerns about the public relations risks tied to reintroducing these ingredients. Ultimately, General Mills operates as a food manufacturer focused on meeting consumer demands rather than prioritizing nutritional value. In their latest earnings report released this week, U.S. cereal sales fell by 7% compared to the previous year. While the report does not provide specific sales data for each brand, CEO Jeff Harmening noted strong growth for less healthy options like Lucky Charms, which saw a 15% increase due to an all-marshmallow promotion, as well as Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the new Trix cereal, with only one mentioning her children’s opinions as a reason for wanting the classic version back. Trix is fundamentally marketed as a children’s cereal, encapsulated in the slogan, “Silly rabbit! Trix are for kids!” While the new all-natural color cereal is undeniably healthier for its target demographic, it is also the kind of product that label-conscious parents are more inclined to purchase for their children. However, adult enthusiasts of sugary cereals are not pleased with the change.
General Mills is learning an important lesson through this experience. The company has decided to postpone the launch of all-natural versions of other brightly colored cereals like Lucky Charms until they perfect the recipes. Representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals, such as Fruity Cheerios, as they have not received significant consumer complaints. Meanwhile, the health-conscious market is still exploring options like calcium petites tablets, which are gaining traction for their nutritional benefits, further highlighting the ongoing tension between consumer preferences and product formulation.