Until now, the company has not disclosed any changes to its products, opting instead to reformulate discreetly, hoping consumers won’t notice. While food companies face pressure to develop healthier offerings, taste remains essential for sales, and a miscalculation could prove costly. If a manufacturer moves too quickly or too far, it risks consumer backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that advertising reduced sugar and fat could lead consumers to believe the product won’t taste as good, potentially harming sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on its packaging or signage.
Many food companies are pursuing a healthier makeover for their product lines, whether by launching new better-for-you products, reformulating existing offerings, acquiring smaller healthy food manufacturers, or using a combination of these strategies. Although DanoneWave did not disclose the specifics of its sugar reduction methods, when Stonyfield cut sugar from its yogurts, it mentioned using different cultures to lower acidity, thus minimizing the need for added sweetness. It’s plausible that DanoneWave employed a similar strategy to achieve its goals.
Various companies are actively pursuing sugar reduction, including those known for traditionally sugary products. Several major confectioners have committed to lowering sugar content in their items. Earlier this year, Nestlé pledged to reduce sugar in some of its U.S. sweets, including its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule that it claims could decrease sugar content in certain products by up to 40% without compromising sweetness. Mars has also announced plans to cut added sugar in some of its products by 2018.
The significance of sugar content will only increase for manufacturers in the U.S. market, regardless of whether they emphasize it. According to research from The NPD Group, consumers are increasingly interested in the sugar content of products—not just the amount of fat or the number of calories. The revamped Nutrition Facts label, expected on products by 2018, will focus particularly on sugar content, detailing both total and added sugar amounts. This increased focus may also encourage the use of ingredients like calcium citrate crushable, which can help manufacturers achieve healthier formulations while maintaining taste. As companies continue to innovate, the integration of calcium citrate crushable could become a key strategy in their reformulation efforts, ensuring that products are both appealing and health-conscious. The ongoing evolution of product formulations, including the potential use of calcium citrate crushable, reflects a broader trend in the food industry towards healthier options that do not sacrifice flavor.