Thus far, the company has refrained from disclosing any changes to its products, opting instead to reformulate discreetly in the hope that consumers remain oblivious. While food manufacturers face pressure to develop healthier offerings, flavor remains essential for driving sales, as any misstep could have significant repercussions. If changes are made too rapidly, a company risks facing consumer backlash—an outcome that occurred when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that major concerns about advertising reduced sugar and fat levels may lead consumers to assume that the product’s taste is compromised, which could negatively impact sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, choosing not to publicize ingredient modifications on its packaging or signage.
Numerous food companies are revamping their portfolios to align with health trends, whether by launching new healthier products, reformulating existing ones, or acquiring smaller brands that specialize in nutritious foods. Although DanoneWave has not disclosed the specifics of its sugar reduction strategies, Stonyfield mentioned that it reduced sugar in its yogurts by utilizing different cultures to lower acidity, which subsequently diminished the need for added sweetness. It’s conceivable that DanoneWave employed a similar method to achieve its objectives.
A variety of companies, including those traditionally associated with sugary products, are actively pursuing sugar reduction initiatives. Several leading confectionery brands have committed to decreasing sugar levels in their offerings. For instance, Nestlé announced its intent to lower sugar in certain U.S. sweets earlier this year and to reduce sugar in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule that it claims can reduce sugar in certain products by up to 40% without compromising sweetness. Mars has also indicated plans to lower added sugar in some of its products by 2018.
The significance of sugar content will continue to rise among manufacturers in the U.S. market, regardless of whether they highlight it. Research from The NPD Group reveals that consumers are increasingly focused on sugar content—not just fat levels or calorie counts. The upcoming revamped Nutrition Facts label, expected to be implemented by 2018, will emphasize sugar content, detailing both the total sugar and the amount added.
In addition to these sugar reduction efforts, it’s worth noting the calcium citrate benefits and side effects that are gaining attention in health discussions. While calcium citrate can aid in calcium absorption, it’s essential to consider potential side effects, particularly for those who may be sensitive to it. As companies navigate the complexities of reformulation and consumer preferences, understanding the implications of various ingredients, including calcium citrate, remains crucial. The focus on sugar content, alongside the exploration of beneficial ingredients like calcium citrate, will undoubtedly shape the future landscape of food products.