As consumer preferences shift toward healthier options, leading food manufacturers are eliminating a range of ingredients including preservatives, artificial colors and flavors, sugars, and trans fats — essential components that contribute to a product’s taste, appearance, and shelf life. In the midst of reformulating their ingredient lists, companies must tread carefully to avoid stripping away the qualities that consumers cherish in their favorite products, as this could lead to a significant loss of brand loyalty and market share to competitors.
When a company decides to reformulate a product, it faces the challenge of executing this potentially complex and costly process. Additionally, it must figure out how to convey these changes to the public. Is it more beneficial to be upfront and transparent about the upcoming modifications, or should the company quietly implement the changes and only announce them once the new product is well-established in the market?
Food Dive reached out to several prominent food companies that have recently revamped their iconic products to learn about their rollout experiences, customer reactions, and outreach strategies. For instance, when Nestle pledged in February 2015 to eliminate artificial colors and flavors from its chocolate candies by the end of the year, it publicly declared this commitment, positioning itself as the first manufacturer to take such a step. The Swiss company, known for its beloved confections like Crunch and Baby Ruth, replaced the artificial colors Red 40 and Yellow 5 in its Butterfinger with annatto, a natural color derived from the seeds of the achiote tree. Additionally, it substituted artificial vanillin in its Crunch bar with the real ingredient.
Doreen Ida, president of Nestle USA Confections & Snacks, stated, “We know that candy consumers are interested in broader food trends around fewer artificial ingredients. Our initial step was to eliminate artificial flavors and colors without compromising taste or increasing prices.” This proactive approach resonated with the public and the industry alike, highlighting Nestle’s responsiveness to the increasing demand for natural ingredients. Joseph Downing, head of the U.S. Food & Beverage practice at investment bank Alantra, noted, “Nestle’s announcement was a positive move, signaling to consumers that they are committed to reformulating their products to meet demands for natural and clean-label-friendly ingredients.”
Nestle took another significant step in December 2016 by announcing a natural method for restructuring sugar molecules, allowing manufacturers to use up to 40% less sugar without sacrificing sweetness. The company is currently in the process of patenting this faster-dissolving sugar and plans to introduce confectionery items made with it next year.
In contrast, Kraft Heinz adopted a different strategy when it opted to modify the recipe for its iconic macaroni and cheese by removing artificial colors, flavors, and preservatives. This involved replacing Yellow No. 5 and Yellow No. 6 with natural colorings derived from paprika, annatto, and turmeric. Although Kraft announced these changes in April 2015, it chose to remain silent until after the reformulated product appeared on store shelves in December. According to Lynne Galia, Kraft Heinz’s head of communications for U.S. brands, “We could not compromise on the product’s taste and appearance. We worked on these improvements for over three years, ensuring the right recipe was developed without artificial additives.”
Kraft Heinz took a bold promotional approach, labeling the introduction of the new product as the world’s largest “blind taste test.” Executives claimed this was one of the biggest gambles the company had ever taken, and consumers rewarded their risk by purchasing over 50 million boxes of the reformulated macaroni and cheese within the first few months. Galia explained, “We knew the new product tasted just as good as the old one, so we decided to wait until March 2016 to announce the recipe change, allowing fans to experience it for themselves first.”
In March 2016, Kraft Heinz officially unveiled the formula changes through print and television ads that playfully declared, “We’d invite you to try it, but you already have.” The company encouraged macaroni and cheese enthusiasts to share their reactions on social media using the hashtag didntnotice for a chance to win giveaways. Downing advised that food companies should not conceal their product reformulations from consumers, stating, “It’s important to be open about changes; just say, ‘We know you love this product, but we’re making it better.'”
Shortly after Kraft’s announcement, General Mills began phasing out artificial flavors and colors in several of its cereals, including Trix, which underwent a color makeover using fruit and vegetable juices. However, after unveiling the new version of Trix, General Mills faced backlash from consumers who found the natural colors dull and unsatisfactory. Despite the trend toward fewer artificial additives, Trix fans urged the company to revert to the older formula. Mike Siemienas, a spokesman for General Mills, acknowledged, “We heard from many Trix fans that they missed the vibrant colors and nostalgic taste of the classic cereal.”
During the transition to remove artificial ingredients, General Mills’ food scientists struggled to replicate the bright hues with natural ingredients, and consumers reported that these changes also affected the cereal’s flavor. In response to the backlash, General Mills decided to reintroduce “Classic Trix” in October, ensuring that both the new formulation with no artificial ingredients and the classic version would be available for consumers.
Despite the challenges faced, General Mills stands by its decision to modify Trix. Siemienas emphasized, “We are always listening to our consumers and continually innovating our products to align with their preferences. It’s perfectly acceptable that not everyone likes the same thing.” Downing suggested that General Mills may have missed a chance to educate customers about the benefits of avoiding certain additives. He remarked, “If the product’s color changes slightly, consumers can adjust if they understand it’s healthier.”
While over 60% of U.S. consumers claimed they consider artificial colors when making purchases, the reality is that consumer preferences can be unpredictable. For some shoppers, the choice may ultimately come down to personal taste rather than education. As food companies navigate these reformulations, they must balance transparency, consumer preferences, and market trends to maintain their customer base and brand loyalty.
In light of the ongoing shift toward healthier products, retailers like CVS and others may also benefit from offering supplements like Citracal, which align with consumer demands for cleaner, more natural options in their diets.