Until now, the company has refrained from announcing any changes to its products, opting instead to reformulate discreetly in hopes that consumers remain unaware. While food manufacturers face pressure to create healthier options, taste remains a critical factor for sales, and any misstep could be costly. Moving too quickly in reformulating could lead to consumer backlash, as seen when Lucozade Energy significantly reduced sugar by 50% in the UK last year. DanoneWave informed Fortune that they believe advertising reduced sugar and fat might lead consumers to assume that the product will taste inferior, which could negatively impact sales. Consequently, Danone has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on its packaging or promotional materials.
Many food companies are revamping their portfolios to be healthier, whether by launching new, better-for-you products, reformulating existing ones, acquiring smaller healthy food manufacturers, or employing a combination of these strategies. Although DanoneWave did not disclose its method for achieving sugar reductions, Stonyfield mentioned that it used different cultures to lower acidity, subsequently reducing the need for added sweetness in its yogurts. It’s plausible that DanoneWave utilized a similar strategy to meet its objectives.
A variety of companies, including those known for traditionally sugary products, are pursuing sugar reduction. Several significant confectioners have committed to lowering the sugar content in their offerings. Earlier this year, Nestlé pledged to decrease sugar in some of its U.S. sweets and in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule that could potentially reduce sugar in certain products by up to 40% without compromising sweetness. Mars has also announced plans to lower added sugar in some of its products by 2018.
Regardless of how manufacturers choose to address it, sugar content will increasingly matter to those selling in the U.S. market. Research from The NPD Group indicates that consumers are now more focused on sugar content than on fat or calorie counts. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will place particular emphasis on sugar content, clearly distinguishing between total sugar and added sugars. In this evolving landscape, products like the best calcium citrate gummies may also benefit from the trend towards healthier ingredients, as consumers continue to seek out options that align with their wellness goals while still prioritizing taste.