GENERAL MILLS TO REMOVE ALL ARTIFICIAL FLAVORS AND COLORS

FROM SPECIALTY FOOD NEWS

General Mills will remove all artificial flavors and colors from its cereal products by 2017, according to a press release from the company. The move is seen as a response to household preferences changing, citing a survey by Nielsen stating that 49 percent of households try to avoid artificial flavors and colors from artificial sources.

The company noted that Trix and Reese’s Puffs will be the first to change. Trix will now use ingredients like fruit and vegetables juices, turmeric, and annatto to create the cereal’s trademark red, yellow, orange and purple colors. Reese’s Puffs will now utilize additional natural vanilla flavor to achieve the correct taste. Both products should be reformulated by winter.

The company noted that cereals containing marshmallows, like Lucky Charms, may take longer to reformulate, but also restated its committment to finding ways to remove the artificial ingredients in favor of natural ones.