All of the powerhouse food companies are jumping on the health bandwagon. First KRAFT and now, General Mills Cereals has committed to removing artificial flavors and colors from artificial sources from the rest of its cereals in response to consumers’ changing preferences.
According to GM, more than 60 percent of General Mills Cereals like Cinnamon Toast Crunch and Original Cheerios are already without artificial flavors and colors from artificial sources and have been that way for a long time.
According to a survey conducted by Nielsen on behalf of General Mills, 49 percent of households are making an effort to avoid artificial flavors and colors from artificial sources. To respond to this growing need, General Mills Cereals will be using more recognizable, familiar ingredients to create its colors and flavors.
General Mills Cereals plans to have more than 90 percent of the portfolio free of artificial flavors and colors from artificial sources by the end of 2016. Cereal lover favorites including Trix and Reese’s Puffs will be among the first of the remaining brands to change. Trix will now use ingredients like fruit and vegetable juices and spice extracts such as turmeric and annatto to achieve the fun red, yellow, orange and purple colors. Reese’s Puffs will continue to use peanut butter and cocoa and incorporate natural vanilla flavor to achieve the same great taste that adults and children have always enjoyed. Consumers can expect to see the updated Trix and Reese’s Puffs cereals on store shelves this winter.
