As consumer demand for healthier products rises, major food manufacturers are eliminating various additives, such as preservatives, artificial colors and flavors, sugars, and trans fats. These ingredients often contribute to the flavor, appearance, or shelf life of products. While companies update their ingredient lists, they must be cautious not to strip away the qualities that consumers associate with their favorite items, as doing so could harm brand loyalty and lead to a loss of market share to competitors. Once a decision is made to reformulate a product, companies face the challenge of navigating a complex, time-consuming, and potentially expensive process. They also need to determine how to communicate these changes to the public. Should they be transparent and inform consumers about the upcoming changes and their reasoning? Or should they implement the changes quietly until the new, cleaner-label product is well established in the market?
Food Dive contacted major food companies that have recently revamped their iconic products to learn about their rollout experiences, customer reactions, and outreach strategies. For instance, when Nestlé announced in February 2015 that it would eliminate artificial colors and flavors from its chocolate candy by year-end, it proclaimed this commitment publicly, claiming to be the first manufacturer to do so. Renowned for its confections like Crunch and Baby Ruth, the Swiss company replaced Red 40 and Yellow 5 in its Butterfinger with annatto, a natural coloring derived from the seeds of the achiote tree, and substituted artificial vanillin in its Crunch bar with real vanilla.
Doreen Ida, president of Nestlé USA Confections & Snacks, emphasized consumer interest in fewer artificial ingredients, stating, “As we considered the implications for our candy brands, our initial step was to remove artificial flavors and colors without compromising taste or increasing costs.” Nestlé’s significant move resonated with the public and industry experts, showcasing its responsiveness to the growing consumer demand for natural ingredient products. Joseph Downing, head of the U.S. Food & Beverage practice at investment bank Alantra, remarked, “The idea of Nestlé announcing the changes is excellent. They convey to consumers that they are committed to providing natural and clean-label-friendly ingredients.”
In December 2016, Nestlé took further strides by announcing a natural method to restructure sugar molecules, allowing manufacturers to use up to 40% less sugar without sacrificing sweetness. The company is currently patenting this faster-dissolving sugar and plans to introduce confectionery products featuring it next year.
Conversely, Kraft Heinz opted for a different approach when reformulating its iconic macaroni and cheese by removing artificial colors, flavors, and preservatives. The changes included substituting Yellow No. 5 and Yellow No. 6 dyes with natural colors derived from paprika, annatto, and turmeric. Kraft initially announced the change in April 2015, shortly before merging with Heinz, but chose to remain silent until the new product hit shelves in December. According to a company spokesperson, such ingredient transformations require time, especially for a well-known brand. Lynne Galia, Kraft Heinz’s head of communications for U.S. brands, stated, “We could not compromise on the product’s taste and appearance. Until we were confident we had the right recipe free of artificial ingredients, we would not alter the product.”
Kraft Heinz took a risk with its marketing strategy by labeling the new product as the world’s largest “blind taste test.” Executives considered it one of the company’s most significant gambles, which paid off when consumers purchased over 50 million boxes of the reformulated macaroni and cheese in just a few months. Galia noted, “We knew the new product tasted as good as the old, so we chose not to announce the recipe change immediately until March 2016 to allow fans to experience it without prompting. We wanted them to be pleasantly surprised that their beloved Kraft Macaroni & Cheese, which they had been eating for months, contained no artificial flavors, preservatives, or dyes, while still delivering the familiar great taste.”
Kraft Heinz officially revealed the formula changes in March 2016 through print and television ads that playfully stated, “We’d invite you to try it, but you already have.” The company also encouraged macaroni and cheese enthusiasts to share their reactions on social media using the hashtag didntnotice for a chance to win giveaways.
Experts suggest that food companies should not attempt to conceal product reformulations from consumers. Downing asserted, “This should not be hidden or disguised. Simply state, ‘We know you love this product, but we are changing it to improve it.'”
Following Kraft’s announcement regarding its macaroni and cheese, General Mills decided to phase out artificial flavors and colors in some cereals, including Trix, which underwent a color transformation using fruit and vegetable juices and spice extracts. However, after launching the new version of Trix, General Mills faced backlash from customers who found the natural colors dull and uninspiring. Despite the consumer trend toward fewer artificial additives, Trix fans urged the company to return to the previous formula.
Mike Siemienas, a spokesperson for General Mills, explained, “We heard from many Trix fans that they missed the vibrant colors and nostalgic taste of classic Trix cereal.” The company’s food scientists struggled to replicate the bright red, neon blue, and green hues with natural ingredients. In response to the backlash, General Mills decided to reintroduce “Classic Trix” in October, stating, “We will continue to offer our current formulation of Trix without artificial flavors and colors, which has its own fan base, alongside Classic Trix, ensuring both products are available for consumers.”
Despite the challenges faced, General Mills expressed no regrets about its decision to reformulate Trix. Siemienas added, “We are always attentive to our consumers and continually innovate our products to meet their preferences. Not everyone has the same tastes, and that’s perfectly fine.”
Downing believes General Mills may have missed an opportunity to educate customers about why certain additives are not beneficial. “If the product had a slightly different color, consumers could adjust to that rather than ingesting chemicals. Their advertising campaign could have done more to inform people,” he commented.
For many consumers, the matter may be more about personal preference than education. In 2016, over 60% of U.S. consumers considered whether a product contained artificial colors when making purchasing decisions. However, it appears that what consumers claim to want may not always align with their actual buying behavior.
In this shifting landscape, companies are also exploring alternatives like chewable calcium citrate with vitamin D and magnesium to meet evolving consumer expectations for healthier options. As the trend towards cleaner labels continues, it will be essential for food manufacturers to balance consumer demands with their brand identities.