So far, the company has not revealed any changes to its products, opting instead to reformulate discreetly and rely on consumers not noticing. While food manufacturers are under pressure to develop healthier options, taste remains essential for sales, and a misstep can be costly. If a company moves too quickly in altering its products, it risks consumer backlash, as seen when Lucozade Energy reduced sugar content by 50% in the UK last year. DanoneWave informed Fortune that advertising reduced sugar and fat can lead consumers to believe the product will lack flavor, negatively impacting sales. Consequently, Dannon has adopted a “stealth health” reformulation approach, choosing not to disclose ingredient changes on its packaging or signage. Many food companies have been revamping their portfolios to offer healthier options, whether by launching new better-for-you products, reformulating existing ones, acquiring smaller health-focused manufacturers, or employing a combination of these strategies.
Although DanoneWave did not disclose the specifics of how it achieved its sugar reductions, Stonyfield mentioned that when it reduced sugar in its yogurts, it utilized different cultures to lower acidity, thereby reducing the need for additional sweetness. It’s plausible that DanoneWave employed a similar method to reach its objectives. A variety of companies, including those traditionally known for sugary products, are pursuing sugar reduction. Several leading confectioners have committed to decreasing the sugar content in their offerings. Earlier this year, Nestlé promised to cut sugar in some of its U.S. candies and reduce sugar in its Nesquik product. Moreover, it has developed a patent-pending hollow sugar molecule that it claims can lower sugar content in various items by up to 40% without compromising sweetness. Mars has also announced plans to reduce added sugar in some of its products by 2018.
As manufacturers selling in the U.S. market increasingly focus on sugar content, it will only become more significant. Research from The NPD Group indicates that consumers are now more attentive to sugar levels than to fat or calorie counts. The upcoming revamped Nutrition Facts label, set to appear on products by 2018, will emphasize sugar content, detailing both total sugar and added sugars. In this context, supplements like Citracal Maximum Plus D may gain traction as consumers seek healthier dietary options. As the industry navigates these changes, the focus on sugar reduction will likely continue to evolve, making it essential for companies to adapt while maintaining product appeal.