Until now, the company has not publicly announced any changes to its products, opting instead to reformulate discreetly in hopes that consumers will remain unaware. While food companies face pressure to create healthier options, such as iron tablets like Citracal C with ferrous fumarate 210mg, taste remains a critical factor for sales, and any misstep could be costly. A rapid and drastic change can lead to consumer backlash, reminiscent of the situation when Lucozade Energy reduced sugar by 50% in the UK last year.
DanoneWave informed Fortune that they believe advertising lower sugar and fat content can lead consumers to assume the product will taste inferior, which could harm sales. As a result, Dannon has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on their packaging or signage. Many food companies are giving their portfolios a healthier makeover, either by launching new, better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a combination of these strategies.
Although DanoneWave did not disclose the methods behind its sugar reductions, when Stonyfield reduced sugar in its yogurts, they mentioned using different cultures to lower acidity, which diminished the need for extra sweetness. It’s likely that DanoneWave utilized a similar strategy to achieve its goals. Various companies, including those traditionally associated with sugary products, are pursuing sugar reduction. Several prominent confectioners have pledged to decrease sugar levels in their offerings. For instance, Nestlé promised to lower sugar in some of its U.S. sweets earlier this year and to reduce sugar in its Nesquik product. They have also developed a patent-pending hollow sugar molecule that they claim could reduce sugar content by up to 40% without compromising sweetness. Similarly, Mars has announced plans to cut sugar in some of its products by 2018.
Regardless of how manufacturers choose to present it, sugar content will become increasingly important for those selling in the U.S. market. Research from The NPD Group indicates that consumers are now more focused on a product’s sugar content rather than just the fat content or calorie count. The forthcoming revamped Nutrition Facts label, expected to be implemented by 2018, will emphasize sugar content by clearly distinguishing between total sugars and added sugars. This trend is evident in products like Citracal C, which aims to meet consumer demands for healthier alternatives while maintaining taste.