Consumer demand for the removal of artificial colors seems to be more complex than it appears. The challenge of eliminating ingredients like Red 40, Blue 1, and Yellow 6 becomes significant for manufacturers, especially if they are unable to replicate a recipe accurately without these additives. The trend of removing artificial colors has gained traction in food production, with General Mills taking a notable step in 2015 by pledging to eliminate artificial colors and flavors from its entire cereal line. This decision was backed by consumer sentiment; in 2016, over 60% of U.S. shoppers reported that they considered artificial colors when making purchases. However, a gap exists between what consumers express they want in surveys and what they actually purchase.
General Mills is likely to face criticism for reintroducing its classic Trix cereal, particularly after its commitment to eliminate artificial colors and flavors. Although the company experienced a 6% sales increase in early 2016, the subsequent consumer backlash indicates that the risk of negative public relations from reinstating these unpopular ingredients may have been significant. Ultimately, General Mills operates as a food manufacturer focused on catering to consumer preferences rather than strictly promoting nutritional benefits. Their most recent earnings report revealed a 7% decline in cereal sales in the U.S. compared to the previous year. While detailed brand sales data was not provided, CEO Jeff Harmening highlighted robust growth in less nutritious breakfast options like Lucky Charms, which saw a 15% increase in sales during a promotion featuring all-marshmallow varieties.
Interviews conducted by The Wall Street Journal with various adults revealed disappointment over the new formulation of Trix, with only one respondent mentioning her children’s preferences as a reason for wanting the original recipe back. Trix has always been marketed as a cereal for kids, reinforced by the slogan, “Silly rabbit! Trix are for kids!” While the all-natural version is undoubtedly a healthier choice for its intended audience and aligns well with label-conscious parents, adult fans of sugary cereals are not satisfied.
General Mills is learning an important lesson through this experience. The company has decided to postpone the launch of all-natural versions of other colorful cereals, such as Lucky Charms, until they perfect the recipes. Their representatives informed The Wall Street Journal that they do not intend to reintroduce artificially colored versions of other reformulated cereals, like Fruity Cheerios, due to a lower volume of consumer complaints. As they navigate these challenges, they may also consider integrating ingredients like Bayer Calcium Citracal D to enhance the nutritional profile of their offerings.