Reformulating everyday food and drink products to be healthier can make a big difference in public health. Reformulation means changing the ingredients of products to reduce unhealthy fats, sugars, or salt, making them healthier for consumers. For example, since the introduction of the UK’s Soft Drinks Industry Levy (SDIL) in 2018, known as the sugar tax, manufacturers have reformulated their products to reduce sugar content. Evidence shows that this has led to a significant reduction in sugar levels in soft drinks, with some brands opting for reformulating their products to contain less sugar to avoid the tax. Research has linked these reformulation efforts to a decrease in the overall amount of sugar purchased, with notable reductions in obesity rates among children.

Nesta’s research shows that reformulation could reduce daily calorie intake by 38 calories per person. Other Nesta analysis estimates that men need to cut 165 calories per day from their diets and women 115 calories on average to meet our goal of halving obesity prevalence by 2030. Reformulation can play an important role in contributing to this target. However, it’s important to note that there isn't a single intervention for obesity. Instead, a combination of calorie reductions across multiple interventions, including reformulation, will add up to the necessary changes at the population level. So what is stopping manufacturers from reformulating their products?

We know that people can be hesitant about reformulation. Many worry that reducing sugar, salt, or fat could compromise the taste, texture, or overall satisfaction of their favourite foods. These concerns are real, as ingredients like salt and sugar contribute to the sensory experience of food, so abrupt changes can lead to disappointment or rejection. For instance, high-sugar and high-fat items provide the sweetness and mouthfeel that many find appealing, and reformulating these products without disrupting these qualities requires careful balance. Evidence suggests that, in addition to the taste itself, reformulation is usually more accepted when it is introduced gradually and when there is a rationale about the health benefits.

For manufacturers and the food industry, consumer rejection of reformulated products poses a substantial risk if it translates to loss of sales and brand loyalty. However, strategies grounded in behavioural science can help improve consumer acceptance, particularly through choice architecture. In the context of reformulation, choice architecture involves developing products and their messaging in a way that encourages healthier choices. For example, products can be subtly reformulated in ways that consumers do not notice but still drive healthier choices over time, without the need for drastic changes to their regular consumption habits.

When it comes to reformulating food products to improve public health, companies typically choose between two approaches: ‘shouting about health’ or ‘stealth reformulation.’ Open reformulation is the ‘shouting about health’ approach, where changes are clearly communicated to consumers (eg, ‘reduced sugar’ or ‘low fat’ labels). On the other hand, stealth reformulation takes the more subtle approach – gradually changing ingredients without notifying consumers, allowing healthier options to become the norm without disrupting consumer habits.

Both open and stealth reformulation have their place in improving health, each appealing to different groups and encouraging healthier choices in different ways.

Open reformulation: building awareness and trust

Open reformulation involves directly communicating nutritional changes to consumers - through labels such as ‘reduced sugar’ or ‘lower sodium.’ This approach primarily appeals to health-conscious consumers who value transparency and actively seek nutritional improvements. Clear and positive messaging can also reassure those who worry that reformulation might compromise taste or quality.

For example, Nestlé openly reformulated its breakfast cereals, reducing sugar by 10 percent and increasing whole grains in products like Cheerios and Shreddies. By promoting these changes as quality improvements, Nestlé targeted health-conscious parents while addressing potential consumer concerns about taste.

Open reformulation works and supports consumer satisfaction by aligning with behavioural principles when:

• Consistent quality is highlighted through clear messaging that reassures consumers of the familiar or even improved taste. This is based on the principle of cognitive ease, which helps consumers feel comfortable with the changes and reduces resistance. 
• Positive framing is used to emphasise benefits, such as “now with more whole grains” or “reduced sugar for family health,” appealing to consumers who prioritise health. This taps into loss aversion, where consumers are motivated by the desire to avoid missing out on perceived health benefits.
• Health and sustainability commitments are emphasised, linking reformulation efforts to broader values. This helps to build consumer trust and loyalty by aligning products with values that resonate with consumers.
• Promotion is managed carefully to avoid overwhelming consumers or creating resistance. This follows the principle of reactance, ensuring that the message isn’t perceived as too forceful, which could cause consumers to reject the changes.

Stealth reformulation: shaping healthier choices through subtle changes

Stealth reformulation – making gradual, subtle changes to products –  is especially effective in reaching a broad audience as it includes those who may not prioritize health. It also helps prevent compensatory behaviours, where consumers might opt for higher-calorie or less healthy alternatives if changes to the reformulated product are too noticeable. By making subtle adjustments, stealth reformulation encourages steady, healthier consumption patterns.

A Danish retail chain implemented stealth reformulation by reducing the calorie content in private-label products across eight food categories without notifying consumers. This approach led to an average calorie reduction of up to 8.2 percent in these products, with no significant impact on sales or consumer satisfaction. 

Stealth reformulation works and supports consumer satisfaction by aligning with behavioural principles when:

• Healthier defaults are created by gradually reducing ingredients like sodium or sugar. This is based on the principle of gradual adaptation, allowing consumers to adjust naturally without disrupting taste or satisfaction. 
• Consistent availability of reformulated products is maintained across a wide range of outlets. The constant presence of healthier choices encourages their adoption as the new norm.
• Ongoing consumer research is conducted to monitor acceptance levels and identify subtle shifts in consumer preferences. Continuous feedback helps refine reformulation efforts and ensures they align with consumer expectations.
• The type of product being reformulated is considered stealth reformulation works well for indulgent or treat-based products (eg, cakes or desserts), where consumers may be more resistant to health claims, benefiting more from subtle changes.

Combining both open and stealth reformulation can create a cohesive, health-oriented food environment that caters to a range of consumer preferences.

It’s important to choose the right approach based on the product and the intended outcome. For instance, some products may benefit from clear communication about health improvements, while others may be more effectively reformulated without drawing attention to the changes. The key is selecting the approach that best aligns with each product’s characteristics and the desired consumer response.

Nesta is committed to supporting the food industry in optimising reformulation strategies to benefit both consumers and public health. Recently, we partnered with Food and Drink Federation Scotland (FDFS) to investigate the makeup of Scottish food manufacturing, aiming to establish the potential impact of reformulation on calorie content. Through such collaborations, Nesta aims to help industry develop effective reformulation strategies that align with our mission to reduce obesity and promote healthier choices across diverse consumer groups.

If you are a food and drink manufacturer working to promote healthier options for your customers through open and/or stealth reformulation, please get in touch to discuss how a strategic partnership might maximise the positive impacts of your work on health while supporting commercial performance.