General Mills To Remove Artificial Colors And Flavor

Tami Benedict - Author

Jun. 7 2017, Updated 4:45 a.m. ET

General Mills, the beloved brand of all our favorite sugary breakfast cereals, is trying to get a little more serious and healthier. General Mills announced that it is wiping out artificial flavors and colors for their entire cereal line. If you are not sure what cereals General Mills carries, it includes favorites like Lucky Charms and Trix. The first to be artificial ingredient-free, General Mills says that Trix and Reese’s Puffs will be on top of that list.

According to Yahoo News, General Mills is the first major cereal company to eliminate artificial ingredients with fruits, vegetables, and spices.

Kate Gallager, General Mills cereal developer, told Good Morning America as follows.

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“We wanted to make sure they were still fun vibrant colors that we are providing and the fruity flavor that kids expect.”

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Not all of General Mills’ cereals have these artificial flavors, though. Sixty percent of General Mills’ cereals are artificial-free, including Cheerios and Chex. By January, the company said that 75 percent of its cereal will be without artificial colors and flavors and, by the end of 2016, General Mills hopes that 90 percent of their cereal brands will be without the ingredients.

General Mills is already diving into the natural ingredients — Gallager told Good Morning America that they have been testing tomatoes, purple carrots, and spices like turmeric for color.

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The bigger issue for General Mills is how to get the artificial ingredients out of favorites like Lucky Charms and the marshmallows that go with it. So far, General Mills is saying that cereals, such as Lucky Charms, will be the last to be artificial ingredient-free, hopefully by the end of 2017 due to the fact that they have to completely reformulate the recipe.

General Mills isn’t the only company that is kicking artificial ingredients to the curb. Companies like Subway, Pizza Hut, Panera, Hershey, and Nestlé have all said that they will almost be removing artificial ingredients from their products. Companies, like General Mills, are demanding more food and ingredients that their customers can understand.

How do you feel about the changes coming to General Mills? Are you happy that your breakfast cereals will be a little healthier for you or is General Mills making a mistake by taking the bright colors out of your morning routine?

(Photo by Joe Raedle/ Getty Images)


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