Consumer demand for the elimination of artificial colors appears to be more complex than it seems. The removal of Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate the original recipe without these additives. Recently, the trend of removing artificial colors has gained traction in food manufacturing. General Mills, for instance, pledged in 2015 to eliminate artificial colors and flavors from all of its cereals, a decision supported by the fact that over 60% of U.S. consumers considered the presence of artificial colors when making purchasing decisions in 2016. However, there is often a disconnect between what consumers express in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing its classic Trix cereal after committing to remove artificial colors and flavors. Although Trix experienced a 6% sales increase in early 2016, it seems that consumer backlash was significant enough to raise concerns about potential public relations risks associated with the return of the controversial ingredients. Ultimately, as a food manufacturer, their primary goal is to satisfy consumer demand, rather than focusing solely on nutritional value. In the latest earnings report released this week, U.S. cereal sales fell by 7% compared to the previous year. While the report does not specify sales by brand, CEO Jeff Harmening mentioned strong sales growth for less healthy options like Lucky Charms, which saw a 15% increase due to a promotion featuring all-marshmallows, as well as Cinnamon Toast Crunch.
Interviews conducted by the Wall Street Journal revealed that many adults were disappointed with the new Trix cereal, with only one parent citing her children’s reaction as her reason for wanting the original back. Trix has traditionally been marketed as a children’s cereal, highlighted by its advertising slogan, “Silly rabbit! Trix are for kids!” The updated all-natural color version is undoubtedly healthier for its target demographic, and it aligns with the preferences of label-conscious parents. However, adult fans of sugary cereals are not pleased with the changes.
Through this experience, General Mills is gaining important insights. The company has decided to postpone the launch of all-natural versions of other brightly colored cereals, like Lucky Charms, until they perfect the recipes. Representatives also informed the Wall Street Journal that they do not intend to reintroduce artificially colored versions of other cereals they have reformulated, such as Fruity Cheerios, due to a lack of consumer complaints. This cautious approach may also reflect an understanding of the importance of ingredients that support the absorption of calcium citrate, which can be beneficial for overall health.