Country Crock: Healthy Recipe Leaves Bad Taste in Consumers' Mouths (2016)

Introduction You have ruined waffles, English muffins, and toast (Quirk, 2015). In August 2015, this comment was one of nicer consumer posts on Country Crock's Facebook page after brand had revised its product to meet consumer pressures for healthful offerings. Amid a wave of negative customer reviews, Country Crock had to decide whether to continue its revised healthy recipe; return to its previous Country Crock recipe; or try some other revised recipe. Consumer-Driven Food Product Revisions By 2015, numerous food marketing giants had begun revising recipes of brands--even successful brands--to meet increasing consumer demands for healthier (and simpler) food ingredients. Hershey, for example, had begun replacing artificial colors and flavors in its products with more natural ingredients (Doering, 2015). Between 2011 and 2015, Tyson Foods had reduced human antibiotics in its chicken processes by more than 80%. The company had cited need for transparency in its social media in connection with changes (Doering, 2015). Other food manufacturing giants such as Campbell, General Mills, McDonald's, Mondelez, and Nestle had made similar pushes toward healthier processes and products (Doering, 2015, Gagliardi, 2015). Such moves seemed reasonable since a 2014 Nielsen study had revealed that over 60% of Americans identified absence of artificial colors and flavors as affecting their purchase decision (Doering, 2015). Ken Cook, president and cofounder of Environmental Working Group (a nonprofit research and advocacy group), explained that the way public forms an opinion has changed ... a single blog or tweet [can] catch fire and churn up a discussion that wouldn't have happened a decade ago ... [Brands] are very vulnerable (Doering, 2015). Country Crock Butter-substitute spreads had been sold for decades as a healthier, vegetable-based alternative to butter that was lower in calories, total fats, and saturated fats than butter (Watson, 2014). Unilever's brand overview on its Country Crock website provided a consistent message in stating that [Country Crock] satisfies priorities of today's most health-conscious households, bringing you a deliciously creamy alternative to butter with 0g trans-fat per serving and no hydrogenated oils. With 70% less saturated fat, 30% fewer calories than butter and no cholesterol, you can feel great about cooking with Country Crock[R] Original Spread (UnileverUSA.com, 2015). Within these health-conscious households, CountryCrock.com specifically provided tips for busy mom on how to provide healthy options for her kids while balancing her time commitments (CountryCrock.com, 2015). Citing consumer concerns about artificial ingredients in late 2014, Unilever changed recipe of its I Can't Believe It's Not Butter spread (a butter-substitute similar to Country Crock) (Watson, 2014). The revised, I Can't Believe It's Not Butter recipe seemed to generate little public reaction among consumers. On August 3, 2015, Country Crock announced that it would be introducing new, simpler offerings with a country-fresh taste made with real ingredients including delicious oils, purified water, and a pinch of salt (PR Newswire, 2105), although it did not provide a date for change. Mike Faherty, general manager of Baking, Cooking & Spreads Company for Unilever, North America, announced: We are continuously listening to consumers who are asking more from today's food brands to deliver great tasting products that they can trust and are made with fewer, simpler ingredients. In making these changes, we remain true to our brand heritage by bringing country fresh taste families know and love ... The new, improved Country Crock Original, Churn Style, and Light varieties are made with no artificial preservatives or flavors. Delivering real taste from real ingredients, Country Crock buttery spreads contain 0g trans-fat per serving, no partially hydrogenated vegetable oils, and no cholesterol. …