Consumer demand for the elimination of artificial colors seems to be more complex than it appears. The removal of Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can perfectly replicate their recipes without these additives. The trend of removing artificial colors in food manufacturing has gained traction in recent years, with General Mills committing to this initiative in 2015 by vowing to eliminate artificial colors and flavors from all their cereals. This decision was backed by consumer sentiment; in 2016, over 60% of U.S. shoppers considered artificial colors when making purchasing decisions. However, there seems to be a disconnect between what consumers claim they want in surveys and their actual buying behavior.
General Mills is likely to face criticism for reintroducing their classic Trix cereal, especially following their promise to remove all artificial colors and flavors. Despite a 6% increase in sales early in 2016, it appears there was enough backlash from consumers to raise concerns about the potential public relations risks associated with reinstating these unwanted ingredients. Ultimately, General Mills is a food manufacturer focused on delivering what consumers desire, rather than what is necessarily the most nutritionally beneficial for them. Their latest earnings report revealed a 7% decline in U.S. cereal sales compared to the previous year. While the report did not specify sales by brand, CEO Jeff Harmening noted during the earnings call that less nutritious breakfast options, such as Lucky Charms, saw a robust 15% growth in one quarter due to an all-marshmallows promotion, alongside Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults disappointed with the revamped Trix cereal, and only one cited her children’s response as the reason for wanting the original back. Trix is fundamentally marketed as a children’s product, highlighted by the tagline “Silly rabbit! Trix are for kids!” Although the updated all-natural color variant is healthier for its intended audience, it also aligns more with the preferences of health-conscious parents who are likely to purchase such items for their children. However, adult fans of sugary cereals are not satisfied with the changes.
General Mills is gaining valuable insights from this experience. The company is postponing the launch of all-natural versions of other vibrantly colored cereals, like Lucky Charms, until they perfect the recipes. Representatives informed The Wall Street Journal that they have no plans to reintroduce artificially colored versions of reformulated cereals, such as Fruity Cheerios, as they haven’t received as many consumer complaints. Meanwhile, as consumers continue to seek healthier alternatives, products like Nature’s Blend Calcium Citrate may become increasingly appealing for those looking to make better dietary choices.