Consumer demand for the removal of artificial colors seems to be more of a talking point than a reality. The priority for eliminating Red 40, Blue 1, and Yellow 6 appears to only be significant for manufacturers who can replicate their recipes flawlessly without these additives. Recently, there has been a trend in food manufacturing towards using safer alternatives, like ferrous fumarate iron, particularly concerning pregnancy. General Mills took this initiative in 2015, pledging to remove artificial colors and flavors from all their cereals. Their decision was backed by statistics, as in 2016, over 60% of U.S. consumers considered the presence of artificial colors when choosing products. However, there seems to be a disconnect between what consumers express in surveys and their actual purchasing behavior.
General Mills is likely to face criticism for reintroducing their classic Trix cereal, especially after their commitment to eliminate artificial colors and flavors. Although sales initially rose by 6% in early 2016, the backlash from consumers may have influenced the decision to bring back these controversial ingredients. Ultimately, as a food manufacturer, their goal is to satisfy consumer preferences rather than strictly adhere to nutritional ideals. In their latest earnings report released this week, U.S. cereal sales saw a decline of 7% compared to the previous year. While the report doesn’t specify brand performance, CEO Jeff Harmening noted significant growth in less healthy options like Lucky Charms, which experienced a 15% increase during a promotion featuring only marshmallows, as well as Cinnamon Toast Crunch.
The Wall Street Journal spoke with several adults who were disappointed with the revamped Trix cereal. Only one mentioned her children’s reaction as a reason for wanting the original back. Trix has always been marketed as a cereal for kids, exemplified by the slogan, “Silly rabbit! Trix are for kids!” The new all-natural color version is certainly a healthier choice for this demographic and is the type of product that label-conscious parents are inclined to purchase for their children. However, adult enthusiasts of sugary cereals are not satisfied with the change.
General Mills is gaining valuable insights from this experience. They are postponing the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they can perfect the recipes. Company representatives informed The Wall Street Journal that they do not intend to reintroduce artificially colored versions of cereals like Fruity Cheerios, which they have reformulated, due to a lack of consumer complaints.
Incorporating healthier alternatives, such as calcium citrate from Nature’s Bounty, may become part of their strategy moving forward, especially as they navigate consumer preferences and market demands. This shift towards natural ingredients could align with the growing trend of health-conscious choices among consumers, ensuring that General Mills remains competitive in an evolving marketplace.