By John Q. Hosedrinker 
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J.M. Smucker plans to remove artificial colors from its jams and other products by the end of 2027. Well, that’s the word on the street, and it’s got me thinking. First off, this is a move that seems to be generally well-received. Plenty of folks think it’s a positive step, and honestly, I’m leaning that way too. It’s nice to see companies taking a closer look at their ingredients and potentially making their products a bit cleaner.
Now, the big question that immediately pops into my head is, why the long timeline? Waiting until the end of 2027 to get this done seems like a hefty chunk of time. It’s a fair point to wonder if it’s actually that complicated to remove something like artificial coloring. Or, is this just a strategic move to get ahead of potential regulations? Or perhaps it involves a whole lot of testing to ensure the new versions still hit the mark with consumers. There’s a lot to consider. I’m thinking that there’s a mountain of tests to conduct, taste tests, color tests, texture tests, and overall consumer satisfaction, all done by paid panels.
Another aspect to chew on is the motivation behind this change. Some sources are hinting at the influence of consumer pressure and potentially, regulations. It’s a good reminder that companies are ultimately driven by what consumers want. And, let’s be real, the EU has already been down this road. But I’m also seeing chatter about concerns that this is a move influenced by certain individuals or movements.
The thing about the word “artificial” is that it can stir up a bit of a debate. It doesn’t automatically mean it’s inherently worse than something natural. However, I do lean toward the idea that our bodies are better equipped to process ingredients that are naturally occurring. Biology 101, right? Ultimately, if it’s a healthier product, that’s great news.
The main issue to consider is whether people actually care about it. You know, will it even make a difference in the long run? Will consumers start complaining that the products don’t look as appealing, that they taste “off”? There’s a real chance that consumers will demand it be put back. This has happened before, with products like Trix cereal, where changing the colors led to a drop in sales. It makes you think about the psychology of food and how much we’re influenced by appearance. Like the story of Halloween Oreos, which, even though they’re the same recipe, seem to taste different because of the color.
One thing is clear: the market is competitive. These companies are constantly looking for an edge. There’s a risk that, in removing artificial colors, Smucker’s might simply replace them with more sugar or other ingredients to maintain the same product profile. I wouldn’t be surprised if they use things like beet root red instead.
A lot of people are also asking why wait? Why not just make the switch immediately? Especially when the core components of many of these products are already full of sugar and corn syrup. And it’s true that the main ingredients are sugar and corn syrup, which are not good for your health.
This could be a great thing, but will it move the needle? The fact remains that a large percentage of Americans struggle with their weight and overall health. Removing food coloring is a step, but it’s not going to solve the larger problems related to our diets and lifestyles.
It is worth noting that some countries have already banned certain artificial colors that are still used in the US. The fact that the US allows some things that other countries don’t certainly gives one pause. Companies are always looking ahead and trying to preemptively avoid regulations, and I’m fairly certain that’s part of the motivation here.
In any case, this announcement from Smucker’s highlights a broader trend, and it’s important to keep an eye on the details. We’ll see how consumers respond to the changes.