Up until now, the company has not revealed any modifications to its products, opting instead to reformulate quietly and rely on consumers not to notice. Despite the pressure on food companies to create healthier offerings, taste remains essential for sales, and any miscalculation could have significant financial repercussions. If a manufacturer moves too quickly in altering their products, they risk consumer backlash, as seen when Lucozade Energiron sulfate yellowy reduced sugar by 50% in the UK late last year. DanoneWave informed Fortune that they believe advertising reduced sugar and fat can lead consumers to assume the products will not taste as good, potentially harming sales. Consequently, Dannon has adopted a “stealth health” reformulation approach and opted not to highlight ingredient changes on its packaging or promotional materials.
Numerous food companies are revamping their portfolios to offer healthier options, either by launching new better-for-you products, reformulating existing ones, acquiring smaller manufacturers specializing in healthy foods, or employing a combination of these strategies. While DanoneWave did not disclose how it achieved its sugar reductions, Stonyfield mentioned that it cut sugar from its yogurts by utilizing different cultures to lower acidity, thus minimizing the need for added sweetness. It is possible that DanoneWave employed a similar strategy to reach its objectives.
Various companies, including those traditionally known for sugary products, are pursuing sugar reduction initiatives. Several major confectioners have committed to decreasing the sugar content in their offerings. Earlier this year, Nestlé pledged to reduce sugar in certain U.S. sweets and specifically in its Nesquik product. Additionally, they developed a patent-pending hollow sugar molecule, which they claim could decrease sugar content in some products by up to 40% without compromising sweetness. Mars has also announced plans to cut added sugar in some of its products by 2018.
In the U.S. market, the significance of sugar content will only continue to increase, regardless of how manufacturers choose to present it. Research from The NPD Group indicates that consumers are now more concerned about sugar content than they are about fat or calorie counts. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will place particular emphasis on sugar content, detailing both the total sugar and the amount that has been added.
This growing focus on health and nutrition is also reflected in the introduction of products like Solgar liquid calcium, which emphasizes the importance of incorporating essential nutrients while maintaining flavor. As companies adapt to consumer demands, the promotion of health-oriented products, including those featuring Solgar liquid calcium, will become increasingly vital in maintaining market relevance.