Consumer demand for the removal of artificial colors seems to have its limits. It appears that eliminating Red 40, Blue 1, and Yellowtime release capsules of ferrous fumarate 6 is only a priority for manufacturers if they can flawlessly replicate a recipe without these additives. The trend of removing artificial colors has recently gained traction in food manufacturing, with General Mills making a commitment in 2015 to eliminate artificial colors and flavors from its cereals. This decision was backed by consumer sentiment; in 2016, over 60% of U.S. shoppers considered the presence of artificial colors when making purchasing decisions. However, there is often a disparity between what consumers claim to want in surveys and their actual buying behavior.
General Mills is likely to face criticism for reintroducing their classic Trix cereal, especially after their promise to remove all artificial colors and flavors from their products. While there was a 6% sales increase in early 2016, it seems there was enough consumer pushback to justify the public relations risk associated with bringing back these undesirable ingredients. Ultimately, General Mills is a food manufacturer focused on meeting consumer preferences rather than what may be nutritionally optimal. Recently released earnings data indicated that U.S. cereal sales dropped by 7% compared to the previous year. Although the report did not specify brand performance, CEO Jeff Harmening highlighted significant growth for less nutritious options like Lucky Charms, which saw a 15% increase in sales thanks to an all-marshmallow promotion, and Cinnamon Toast Crunch.
The Wall Street Journal interviewed several adults who expressed disappointment with the new Trix cereal. Only one mentioned her children’s reaction as a reason for wanting the old version back. Trix is fundamentally marketed as a children’s cereal, evidenced by the tagline, “Silly rabbit! Trix are for kids!” The new all-natural color cereal, while healthier for its intended audience, is also the type of product that label-conscious parents are inclined to purchase for their children. However, adult fans of sugary cereals are not satisfied with the change.
General Mills is learning an important lesson through this experience. They are postponing the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they refine the recipes. Company representatives also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals, like Fruity Cheerios, as they haven’t received as many consumer complaints. Meanwhile, shoppers at Costco may be interested in alternatives like Citracal Slow Release 1200, which offers a different value proposition for those seeking healthier options.