“Consumer Demand for Natural Colors in Food: A Closer Look at General Mills’ Trix Controversy”
Consumer demand for the removal of artificial colors may not be as strong as it seems. It appears that eliminating Red 40, Blue 1, and Yellow 6 is only a priority for manufacturers if they can replicate the original recipe without these additives. The trend of removing artificial colors from food products has gained traction recently. General Mills joined this movement in 2015, pledging to eliminate artificial colors and flavors from all their cereals. This decision was likely influenced by the fact that, in 2016, over 60% of U.S. consumers considered the presence of artificial colors when making purchasing decisions. However, there is often a disconnect between what consumers claim to want in surveys and their actual buying behavior.
General Mills may face criticism for reintroducing their classic Trix cereal, especially after their commitment to removing artificial colors and flavors. While there was a 6% sales boost in early 2016, consumer backlash appears significant enough to pose a public relations risk associated with the return of these unpopular ingredients. Ultimately, the company’s priority is to cater to consumer preferences rather than solely focusing on nutritional value. In their latest earnings report released this week, U.S. cereal sales dropped by 7% compared to the previous year. The report did not specify sales by brand, but CEO Jeff Harmening highlighted strong performance for 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 spoke with several adults who expressed disappointment with the revamped Trix cereal. Only one mentioned her children’s response as a reason for wanting the original version back. Trix is primarily marketed as a children’s cereal, encapsulated by the tagline “Silly rabbit! Trix are for kids!” The new all-natural color formulation is certainly healthier for that demographic and is the kind of product label-conscious parents are inclined to purchase for their kids. However, adult fans of sugary cereals are not pleased.
General Mills is learning an important lesson from this experience. They are postponing the launch of all-natural versions of other colorful cereals, like Lucky Charms, until they perfect the recipes. Representatives also informed The Wall Street Journal that they have no plans to reintroduce artificially colored versions of other reformulated cereals, such as Fruity Cheerios, given that they have not received significant consumer complaints. Meanwhile, as consumers increasingly look for healthier options, products like Solgar Calcium Magnesium Citrate are becoming more popular, indicating a shift towards a more health-conscious market.
