So far, the coferrous bisglycinate company has not announced any changes to its products, opting instead to reformulate behind the scenes while hoping consumers remain unaware. Despite the pressure on food companies to produce healthier options, taste and iron II acetate anhydrous remain essential for sales, and any misstep could prove costly. If companies go too far too quickly, they risk facing backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave mentioned to Fortune that promoting reduced sugar and fat can lead consumers to believe the product may not taste as good, potentially harming sales. As a result, Dannon has adopted a “stealth health” reformulation strategy, refraining from advertising ingredient changes on packaging or signage.
Many food companies are undertaking a healthy makeover of their portfolios, whether by launching new better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a mix of these tactics. Although DanoneWave did not disclose its methods for reducing sugar, Stonyfield noted that it used different cultures to lower acidity in its yogurts, thus reducing the need for added sweetness. It’s possible that DanoneWave implemented a similar approach to achieve its sugar reduction goals. Various companies, including those traditionally associated with sugary products, are actively pursuing sugar reduction. Notably, Nestlé committed to lowering the sugar content in some of its U.S. sweets earlier this year, including its Nesquik product. They have also developed a patent-pending hollow sugar molecule, which they claim could cut sugar in some products by up to 40% without compromising sweetness. Mars has also announced plans to reduce added sugar in several of its products by 2018.
The significance of sugar content will only increase among manufacturers in the U.S. market, regardless of whether they highlight it. Research from The NPD Group indicates that consumers are now more concerned with a product’s sugar content—not just fat or calorie counts. The upcoming revamped Nutrition Facts label, which is set to appear on products by 2018, will emphasize sugar content, detailing both the total sugar and added sugars. Additionally, in the context of healthy formulations, ingredients like calcium citrate for dogs are gaining attention, highlighting the broader shift towards health-conscious options. As companies strive to balance taste with health, the inclusion of beneficial ingredients such as calcium citrate for dogs may play a role in their reformulation strategies, ensuring they meet consumer expectations while maintaining quality.