As of now, the company has not disclosed any changes to its products, opting instead to make reformulations quietly, hoping that consumers remain unaware. While food manufacturers are under pressure to enhance their offerings, such as incorporating 21st-century calcium citrate maximum D3 or switching to elemental iron, taste continues to be a key factor in driving sales. A miscalculation in this area could lead to significant losses. Moving too quickly with changes can provoke consumer backlash, as was the case when Lucozade Energy reduced sugar by 50% in the UK late last year.
DanoneWave informed Fortune that they believe advertising reduced sugar and fat can lead consumers to perceive that their iron fumarate products will not taste as good, which could negatively impact sales. Consequently, Danone has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on their packaging or marketing materials. Many food companies are revamping their portfolios toward healthier options, whether through launching new products, reformulating existing ones, or acquiring smaller health-focused brands, potentially including 21st-century calcium citrate maximum D3 in their formulations.
While DanoneWave did not specify how it achieved its sugar reductions, Stonyfield, when reducing sugar in its yogurts, indicated it utilized different cultures to lower acidity, thus minimizing the need for additional sweetness. It is plausible that DanoneWave employed a similar strategy to accomplish its goals. Various companies, including those traditionally known for high-sugar products, are also pursuing sugar reduction initiatives. Major confectioners have committed to lowering sugar levels; for instance, Nestlé announced its intention to reduce sugar in some of its U.S. sweets and in its Nesquik product. The company has even developed a patent-pending hollow sugar molecule that could decrease sugar in certain products by up to 40% without compromising sweetness. Mars has also stated its plans to cut added sugar in some of its offerings by 2018.
The importance of sugar content will continue to rise among manufacturers, regardless of whether they emphasize it. Research from The NPD Group shows that consumers are increasingly focused on sugar content rather than just fat or calorie counts. The upcoming revised Nutrition Facts label, expected to appear on products by 2018, will specifically highlight sugar content, detailing both the total sugar present and the added sugar amount. This shift in focus may encourage more companies to explore innovative ingredients, such as 21st-century calcium citrate maximum D3, to improve the health profile of their products while maintaining consumer appeal.