Consumer demand for the removal of artificial colors seems to be more complex than it appears. It turns out that eliminating ingredients like Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate a recipe without them. The trend of removing artificial colors from food products has gained traction in the industry. General Mills took a significant step in 2015 by committing to eliminate artificial colors and flavors from all its cereals, a decision backed by consumer sentiment; in 2016, over 60% of U.S. shoppers considered the presence of artificial colors when making their purchases. However, there is often a disconnect between what consumers claim they want in surveys and their actual buying behaviors.
General Mills may face criticism for reintroducing their classic Trix cereal, particularly after their commitment to removing artificial colors and flavors. While the brand did see a 6% sales increase in early 2016, there seemed to be enough consumer backlash to justify the public relations risk of reintroducing these controversial ingredients. Ultimately, as a food manufacturer, their primary goal is to cater to consumer preferences rather than focus solely on nutritional value. In its latest earnings report, released this week, the company noted a 7% decline in cereal sales in the U.S. Although the report did not specify brand-level sales, CEO Jeff Harmening highlighted the strong performance of less nutritious options like Lucky Charms, which saw a 15% increase in sales during a promotion featuring all marshmallows, along with Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the new Trix cereal. One individual mentioned her children’s reaction as the reason for wanting the original cereal back. Trix is fundamentally marketed as a children’s cereal, famously associated with the tagline, “Silly rabbit! Trix are for kids!” While the updated all-natural color version is healthier for this target demographic, it is also a product that health-conscious parents are more inclined to purchase for their children. Nevertheless, adult fans of sugary cereals are not satisfied with the change.
General Mills is learning an important lesson from this experience. The company is postponing the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they can perfect the recipes. Representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals they have reformulated, like Fruity Cheerios, due to a lack of consumer complaints. As they navigate this landscape, it may be worth considering that consumers are increasingly looking for products that not only eliminate artificial colors but also provide nutritional benefits, such as vitamin D3 and calcium citrate, which are vital for children’s health. This demand for healthier options reinforces the idea that consumer preferences are evolving, and manufacturers must adapt accordingly.