May 25, 2017

2 Min Read
General Mills-Flubs-Natural-Flavored-Trix-Release

As food makers across the United States reformulate products to meet the demands of changing consumer perferences toward healthy and simple ingredients, in one case consumers are showing that transitioning away from traditional recipies may be a risky endeavor. 

Fox News on Wednesday pointed out that Minneapolis, MN-based General Mills' switch to natural colors and flavors in Trix cereal is generating outrage from fans of the brand, who are taking to social media to express their complaints on the new look and taste.

General Mills pledged to remove artificial flavors and colors from its cereal products in June 2015, aiming to use natural ingredients in 90% of its brands by the end of 2016. At the time of the company's annoucement, about 60% of the company's cereals were made without artificial flavors and colors.

"With our consumers, it reached a tipping point in the past couple years with the trend toward simpler food," said president of General Mills' cereal division, Jim Murphy, in a 2015 press release announcing the initiative. "I remember the meeting where we all looked at each other and said 'We're just done with these, we're going to do the whole line.'"

The gripes center on the colors and flavor of Trix, with many chiding General Mills for meddling with a classic childhood favorite. 

When General Mills announced its initiative to switch to non-artificial colors and flavors, the company said it conducts extensive research and recipe adjustments to ensure the product works with consumers of all ages. 

"We have been wroking relentlessly to make sure these cereals taste like what people are used to eating," said Kate Gallager, research and development manager for the firm's cereal division, in a 2015 release. 

Change is never easy, particilarly when it comes to food and beverage products. An attempt by Coca-Cola to change the formula of its classic soft drink in the 1980s resulted in a massive backlash and scores of complaints. The Atlanta beverage firm eventually went back to its original recipe.

Whether General Mills will rethink its decision to change Trix and its other cereals is unclear, but some are viewing the changes and complaints about "new Trix" with a grain of sand.

For more articles, news, and equipment reviews, visit our Equipment Zones

Sign up for the Powder & Bulk Solids Weekly newsletter.

You May Also Like