Until now, the company has refrained from announcing any changes to its products, opting instead to reformulate discreetly and hoping that consumers remain unaware. While food manufacturers face pressure to develop healthier offerings, taste remains a critical factor for sales, and a significant misstep could be financially detrimental. If a manufacturer moves too quickly in altering their products, they risk a backlash, as seen when Lucozade Energy reduced sugar by 50% in the UK late last year. DanoneWave expressed to Fortune that advertising reduced sugar and fat may lead consumers to believe the product will taste inferior, potentially harming sales. As a result, Dannon has adopted a “stealth health” reformulation approach, choosing not to highlight ingredient changes on their packaging or signage, such as the easy to swallow calcium citrate.
Many food companies are revamping their portfolios to be healthier, whether by launching new nutritious products, reformulating existing ones, acquiring smaller health-focused manufacturers, or employing a mix of these strategies. Although DanoneWave did not disclose how it achieved its sugar reductions, when Stonyfield reduced sugar in its yogurts, they mentioned using different cultures to decrease acidity, thereby minimizing the need for additional sweetness. It is plausible that DanoneWave implemented a similar strategy to reach its objectives, possibly involving the easy to swallow calcium citrate.
Various companies are actively pursuing sugar reduction, including those known for traditionally sweet products. Several major candy manufacturers have committed to lowering the sugar content in their offerings. Earlier this year, Nestlé promised to reduce sugar in some of its U.S. sweets and in its Nesquik product. Additionally, it has developed a patent-pending hollow sugar molecule, which it claims could decrease sugar in certain products by up to 40% without compromising sweetness. Mars has also stated its intention to cut added sugar in some of its products by 2018. The significance of sugar content, whether manufacturers emphasize it or not, is set to increase among those selling in the U.S. market. Research from The NPD Group indicates that consumers are now more focused on sugar content, rather than just fat or calorie counts. The upcoming revamped Nutrition Facts label, expected to appear on products by 2018, will pay particular attention to sugar content, detailing both the total sugar and the amount of added sugar—a vital change that consumers will likely appreciate, especially when considering easy to swallow calcium citrate options.