Consumer demand for the removal of artificial colors seems to have limitations. It appears that eliminating ingredients like Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can perfectly replicate the original recipe without these additives. The trend of removing artificial colors in food production has gained momentum, with General Mills committing to this initiative in 2015 by pledging to eliminate artificial colors and flavors, including from their cereals. Their decision was backed by consumer sentiment; in 2016, over 60% of U.S. shoppers reported considering artificial colors in their purchasing decisions. However, there is often a gap between what consumers express in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their promise to eliminate artificial colors and flavors. While they experienced a 6% sales increase in early 2016, it seems there was enough consumer backlash to make them reconsider, given the associated PR risks of bringing back these unpopular ingredients. Ultimately, they are food manufacturers focused on meeting consumer demands rather than necessarily prioritizing nutritional value. According to the company’s recent earnings report, U.S. cereal sales have decreased by 7% compared to the previous year. Although the report does not specify sales figures by brand, CEO Jeff Harmening highlighted significant growth in less healthy breakfast options like Lucky Charms, which saw a 15% increase during a promotion featuring all marshmallows, and Cinnamon Toast Crunch.
An interview conducted by the WSJ revealed that several adults were disappointed with the new Trix cereal, with only one mentioning her children’s reactions as a reason for wanting the original version back. Trix is primarily marketed as a children’s cereal, supported by the tagline “Silly rabbit! Trix are for kids!” The updated all-natural color version is undoubtedly a healthier option for its intended audience and is the kind of product that label-conscious parents are likely to purchase. However, adult enthusiasts of sugary cereals are not pleased with the changes.
In this process, General Mills is learning an important lesson. They are postponing the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they can perfect the recipes. Representatives have also informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other cereals, like Fruity Cheerios, that have been reformulated, as they have not received as many consumer complaints. Meanwhile, the company continues to explore options like the ccm 250 mg tablet for other product lines, reflecting their commitment to innovation while balancing consumer expectations.