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Artificial ingredients to be dropped from Cereal

Published:Thursday | June 25, 2015 | 12:00 AM
(General Mills via AP) This product image provided by General Mills on Monday, June 22, shows a bowl of Trix cereal made with artificial colors and flavors, (left) and a bowl of a reformulated version, made with natural flavors and colorings.


General Mills is dropping artificial colours and flavours from its cereals, the latest company to respond to a growing desire for food made with ingredients people see as natural.

The company said on Monday that Trix and Reese's Puffs will be among the first cereals to undergo the changes. As a result, the reformulated Trix cereal later this year will be made with four colours instead of six, said Kate Gallager, cereal developer for General Mills.

While the company was able to come up with alternatives for red, orange, yellow and purple Trix pieces, Gallager said it was too difficult to find natural alternatives for blue and green that achieved the right taste and colour. "We haven't been able to get that same vibrant colour," she said.

The Minneapolis company says cereals like Lucky Charms, which have marshmallows, may take longer to reformulate. It says 90 per cent of its cereals will have no artificial ingredients by the end of 2016.

A range of food companies, including Subway, Pizza Hut, Panera, Hershey, and NestlÈ, have said in recent months that they're removing artificial ingredients from some or all products. Companies say the changes are a response to a demand for food made with ingredients people can recognise.

General Mills, which also makes Cheerios and Cinnamon Toast Crunch, says more than 60 per cent of its cereals are already made without artificial colours and flavours.