this post was submitted on 04 Sep 2024
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The reason I ask, is I noticed that Naked brand Strawberry Banana drinks now taste like regular juice, instead of having a thick smoothie taste. They used to advertise that each small bottle contained 22 strawberries, also listing the primary ingredient as strawberry puree. They now say each bottle is 6 and 3/4 strawberries, with the primary ingredient being apple juice. Strawberry puree is now listed as the 3rd ingredient.
Is there a term for when a manufacturer changes ingredients so drastically that it just ruins the original product? I've heard "enshitification" before, but always associated that with tech.
In before someone says Naked is all sugar and isn't worth drinking in the first place.
Strictly speaking this is a subset of what the food industry calls reformulation. They'll also reformulate a product for other reasons (eg to reduce sugar/fat/salt or add a vitamin so they can make a health claim, tweak the flavour if it isn't performing well, etc) but reducing materials and manufacturing costs is a big part of it. Maybe we can coin the term "deformulation".
I like that name. Deformulation definitely implies that the change was not made for the benefit of the consumer.