Consumer demand for the removal of artificial colors seems to have its limits. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate their recipes flawlessly without these additives. The trend of removing artificial colors has gained traction in the food manufacturing industry. General Mills joined this movement in 2015 when they pledged to eliminate artificial colors and flavors from all their cereals. Their decision was backed by consumer sentiment; a 2016 survey revealed that over 60% of U.S. shoppers considered the presence of artificial colors when making their purchases. However, there is often a disconnect between what consumers claim they want in surveys and their actual buying behavior.
General Mills is likely to face criticism for reintroducing their classic Trix cereal, especially after their commitment to eliminating artificial colors and flavors. While they did experience a 6% increase in sales in early 2016, it’s clear that consumer backlash was significant enough to pose a potential public relations risk by bringing back the unpopular ingredients. Ultimately, General Mills is a food manufacturer focused on satisfying consumer demand, rather than prioritizing nutritional value. In their latest earnings report, released this week, cereal sales in the U.S. had declined by 7% compared to the previous year. Although the report does not specify sales by brand, CEO Jeff Harmening highlighted impressive growth in less health-conscious breakfast options like Lucky Charms, which saw a 15% increase during a promotion centered on all-marshmallows, and Cinnamon Toast Crunch.
The Wall Street Journal spoke with several adults who expressed disappointment with the revamped Trix cereal. Only one individual mentioned their children’s reactions as a reason for wanting the original cereal back. Trix has always been marketed as a children’s cereal, encapsulated by the tagline, “Silly rabbit! Trix are for kids!” The newer all-natural color version is certainly healthier for that demographic and more appealing to label-conscious parents buying for their kids. Nevertheless, adult fans of sugary cereals are not pleased with the changes.
General Mills is learning a valuable lesson through this experience. 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’ve reformulated, such as Fruity Cheerios, due to a lack of consumer complaints regarding those products. Meanwhile, the incorporation of ingredients like calcium citrate 200 mg (950 mg) tablets may become more prominent as manufacturers seek to enhance the nutritional profile of their offerings, aligning better with consumer preferences over time.