General Mills to Remove Artificial Flavors, Colors from All Cereals
Company says 40% of its cereal brands will need to change to reach goal
General Mills aims to have all of its cereals free of artificial flavors and colors by the end of 2017. PHOTO: DANIEL ACKER/BLOOMBERG NEWS
General Mills will strip artificial flavors and colors from the remaining 40% of its cereals that still contain them, the latest response by the food industry to changing customer preferences.
Jim Murphy, cereal division president, said the company is listening to consumers “who want to see more recognizable and familiar ingredients on the labels” and plans to have more than 90% of its cereals free of artificial flavors and colors by the end of next year.
Trix and Reese’s Puffs will be among the first of the remaining brands to change, and updated versions will be available this winter, the company said. General Mills aims to have all of its cereals free of artificial flavors and colors by the end of 2017.
Other food makers have made similar moves recently as they look to respond to a consumer shift toward foods seen as healthier and more natural.
Nestlé said in February that by year-end it would remove artificial flavors and colorsfrom its Crunch and Butterfinger candy bars and other chocolates in the U.S., making it the first major U.S. candy manufacturer to remove such artificial ingredients. Nestlé completed the change in the U.K. several years ago.
Restaurants are making the shift, too. Last month, Yum Brands Inc. said its Taco Bell and Pizza Hut restaurant chains would remove artificial colors and flavors. Panera Bread Co.has moved to cut artificial sweeteners, colors, flavors and preservatives from its menu by the end of next year. McDonald’s Corp. this year said it would stop selling chicken products in the U.S. made from birds raised with antibiotics that are important to human health, and Chipotle Mexican Grill Inc. recently said it has finished removing genetically modified ingredients from its foods.
