Consumer demand for the elimination of artificial colors, such as Red 40, Blue 1, and Yellow 6, seems significant, but it appears that removing these additives is only a priority for manufacturers if they can perfectly replicate recipes without them. The trend of eliminating artificial colors has gained traction in food production, with General Mills taking a notable step in 2015 by pledging to remove artificial colors and flavors from all its cereals. Their decision was backed by consumer sentiment; in 2016, over 60% of U.S. consumers indicated that they considered whether a product contained artificial colors when making purchasing decisions. However, there is often a disconnect between what consumers claim they want in surveys and their actual purchasing behavior.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their commitment to eliminate artificial colors and flavors. Although sales did see a 6% increase in early 2016, consumer backlash likely prompted the company to reconsider the potential public relations risks associated with bringing back these unwanted ingredients. Ultimately, General Mills operates as a food manufacturer focused on meeting consumer demands rather than strictly adhering to nutritional best practices. Recent earnings reports indicated that U.S. cereal sales had dropped by 7% compared to the previous year. While the report doesn’t specify sales by brand, CEO Jeff Harmening highlighted significant growth in less nutritious breakfast options such as Lucky Charms, which rose by 15% during a promotional period centered on marshmallows, as well as Cinnamon Toast Crunch.
The Wall Street Journal spoke with several adults who expressed disappointment over the revamped Trix cereal. One parent mentioned her children’s reaction as a key reason for wanting the return of the original formula. Trix has always been marketed as a cereal for kids, exemplified by the tagline, “Silly rabbit! Trix are for kids!” The new all-natural color version is indeed healthier for its intended audience and is the type of product that label-conscious parents are inclined to purchase for their children. However, adult enthusiasts of sugary cereals are not pleased with the change.
As General Mills navigates this landscape, they are learning important lessons. The company has decided to delay the launch of all-natural versions of other colorful cereals like 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 reformulated cereals, such as Fruity Cheerios, as they have not received as many consumer complaints. In this evolving market, the challenge remains for manufacturers like General Mills to balance consumer preferences with healthier options, including those enhanced with ingredients like calcitrate with D, which may be perceived as more beneficial by health-conscious consumers.