Up to this point, the company has not disclosed any changes to its products, opting instead to reformulate discreetly, hoping consumers won’t notice. While food manufacturers are feeling the pressure to produce healthier options, taste remains essential for sales, and a miscalculation could be costly. If a company acts too quickly or dramatically, it risks consumer backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that it believes advertising reduced sugar and fat can lead consumers to assume the product will taste inferior, which could negatively impact sales. Consequently, Dannon has adopted a “stealth reformulation” approach, choosing not to highlight ingredient changes on packaging or signage.
Many food companies are refreshing their portfolios to appear healthier, either by launching new better-for-you products, reformulating existing offerings, acquiring smaller manufacturers specializing in healthy foods, or using a combination of these strategies. Although DanoneWave has not disclosed how it achieved its sugar reductions, Stonyfield mentioned that it employed different cultures to lower acidity in its yogurts, thereby reducing the need for added sweetness. It’s plausible that DanoneWave utilized a similar method to meet its objectives.
Various companies are actively pursuing sugar reduction, including those that traditionally produce sugary products. Several major confectioners have pledged to cut sugar content in their offerings. Earlier this year, Nestlé committed to reducing sugar in some of its U.S. sweets and in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule that it claims could lower sugar content in certain products by up to 40% without compromising sweetness. Mars has also announced plans to decrease added sugar in some of its products by 2018.
Sugar content will only become increasingly significant for manufacturers in the U.S. market, regardless of how they choose to present it. Research from The NPD Group indicates that consumers are more focused on a product’s sugar content than merely the amount of fat or calories. The upcoming revised Nutrition Facts label, set to appear on products by 2018, will specifically highlight sugar content, detailing both the total sugar and added sugars.
Furthermore, as companies strive for healthier formulations, incorporating ingredients such as nature made calcium citrate 600 mg can offer additional health benefits. This compound may help in improving consumer perceptions of product healthiness while maintaining taste. As the market evolves, the focus on sugar reduction and the inclusion of beneficial ingredients like nature made calcium citrate 600 mg will likely shape the future of food product offerings.