Consumer demand for the removal of artificial colors may not be as strong as it seems. Evidence suggests that eliminating Red 40, Blue 1, and Yellow 6 becomes a priority only when manufacturers can replicate recipes flawlessly without these additives. The trend of removing artificial colors has gained traction in the food industry, with General Mills committing to this initiative in 2015 by vowing to remove artificial colors and flavors from all their cereals. This decision was backed by consumer sentiment; in 2016, over 60% of U.S. consumers reported that they considered the presence of artificial colors when making their purchasing decisions. However, there is often a discrepancy between what consumers claim to want in surveys and what they actually choose to buy.
General Mills may face criticism for reintroducing its classic Trix cereal after previously pledging to eliminate all artificial colors and flavors. Although sales experienced a 6% increase in early 2016, consumer backlash likely contributed to the decision to reintegrate these unpopular ingredients. Ultimately, General Mills operates as a food manufacturer, prioritizing consumer preferences over strict nutritional considerations. In the most recent earnings report, released this week, it was noted that U.S. cereal sales had dropped by 7% compared to the previous year. While the report did not specify brand performance, CEO Jeff Harmening highlighted a significant growth in sales for less healthy options like Lucky Charms, which saw a 15% increase during a promotion featuring all marshmallows, as well as Cinnamon Toast Crunch.
The Wall Street Journal conducted interviews with several adults who expressed disappointment over the revamped Trix cereal. Interestingly, only one individual mentioned her children’s reaction as the reason for wanting the original version back. Trix has always been marketed as a cereal for kids, famously advertised with the tagline, “Silly rabbit! Trix are for kids!” The new all-natural color cereal is undoubtedly a healthier choice for its intended audience and aligns with the preferences of label-conscious parents. Yet, adult fans of sugary cereals are less enthusiastic.
General Mills is gaining insight from this experience, opting to delay the launch of all-natural versions of other brightly colored cereals, such as Lucky Charms, until they perfect the recipes. Company representatives informed The Wall Street Journal that they do not plan to reintroduce artificially colored versions of other reformulated cereals like Fruity Cheerios, as they have not received significant consumer complaints. Meanwhile, health-conscious consumers are increasingly considering products enriched with nutrients like mason natural calcium citrate vitamin D3, which might reflect a broader trend where shoppers prioritize both health and taste in their choices.