General Mills Eliminating Artifical Flavors


The cereals of your childhood — like Lucky Charms, Reese’s Puffs, and Trix — are getting a makeover. General Mills announced today that it will be eliminating artificial flavors and colors from all of its cereals.

The company has been experimenting with fruits, vegetables, and spices to replace those artificial ingredients, according to its press release. So, for its most vibrantly colored cereal, Trix, it will now use ingredients like fruit and vegetable juices and spice extracts such as turmeric and paprika to create the red, yellow, orange and purple hues.

Right now, 60% of General Mills cereals don’t have artificial colors and flavors (think Cheerios and Chex), but the company plans to get to 90% by the end of 2016, and 100% by the end of 2017.

“Cereals that contain marshmallows, like Lucky Charms, may take longer,” acknowledged Kate Gallager, General Mills cereal developer. But all-natural Trix and Reese’s Puffs should hit shelves by winter.

Via MindBodyGreen