Consumer demand for the removal of artificial colors seems to be more complex than initially thought. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can perfectly recreate their recipes without these ingredients. The trend of removing artificial colors has gained traction in the food industry, with General Mills leading the charge by committing in 2015 to eliminate artificial colors and flavors from all its cereals. This decision was well-founded; in 2016, over 60% of U.S. consumers indicated they considered the presence of artificial colors when making purchasing decisions. However, there seems to be a disconnect between what consumers claim to want in surveys and their actual buying behavior.
General Mills is likely to face criticism for reintroducing its classic Trix cereal, especially after promising to eliminate all artificial colors and flavors. Although the company experienced a 6% sales increase in early 2016, the backlash from consumers must have been significant enough to pose a public relations risk associated with the return of these unpopular ingredients. Ultimately, as a food manufacturer, their goal is to provide consumers with what they desire, rather than what might be nutritionally best for them. In their latest earnings report, released this week, U.S. cereal sales fell by 7% compared to the previous year. While the report doesn’t specify sales by brand, CEO Jeff Harmening highlighted robust growth in less nutritious breakfast 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 interviewed several adults who expressed disappointment with the new Trix cereal. Only one person cited her children’s reaction as a reason for wanting the original version back. Trix has always been marketed as a children’s cereal, famously promoted with the tagline, “Silly rabbit! Trix are for kids!” The new all-natural color cereal is undoubtedly better for that demographic and aligns well with the preferences of label-conscious parents who are more inclined to purchase healthier options for their kids. However, adult fans of sugary cereals are not satisfied with the changes.
General Mills is gaining valuable insights through this experience. The company has decided to delay the launch of all-natural versions of other brightly colored cereals like Lucky Charms until they can perfect the recipes. Representatives also informed The Wall Street Journal that they do not intend to reintroduce artificially colored versions of other cereals they have reformulated, such as Fruity Cheerios, because they haven’t received as much consumer backlash. This careful approach is reminiscent of how GNC Calcium Citrate supplements are formulated to meet specific consumer needs, emphasizing the importance of aligning product offerings with actual consumer preferences.