General Mills eliminates artificial flavours, colours

20 Jan 2016

As part of a commitment to remove artificial flavours and colours from artificial sources from all of its cereals by the end of 2017, General Mills is releasing its first wave of new cereal recipes with no high fructose corn syrup, artificial flavours or colours.

General Mills eliminates artificial flavours, colours

As part of a commitment to remove artificial flavours and colours from artificial sources from all of its cereals by the end of 2017, General Mills is releasing its first wave of new cereal recipes, which includes Trix, Reese's Puffs, Cocoa Puffs, Golden Grahams, Chocolate Cheerios, Frosted Cheerios and Fruity Cheerios. The new packs highlight no high fructose corn syrup and no artificial flavours and colours from artificial sources on the front of each box.

General Mills notes that the seven updated cereal recipes arrive on store shelves as the new 2015 Dietary Guidelines outline a growing need for consumers to add more whole grains in their diet, an area General Mills says its Big G cereals has been working on since 2005. This has resulted in whole grains as the first ingredient in all of its cereals.

"We are thrilled to see the 2015 Dietary Guidelines continue to recommend making half of your grains whole and recognizing 16 grams of whole grain as a serving, which wasn't in the previous Guidelines," said Lesley Shiery, RD, senior nutrition scientist, Bell Institute of Health and Nutrition at General Mills. "All of our Big G cereals contain at least 10 grams of whole grain per serving and many also deliver underconsumed nutrients for specific populations like vitamins A, C, D, calcium and iron."

The updated General Mills' cereal recipes now include fruit and vegetable juices, as well as spice extracts such as turmeric and annatto to achieve the red, yellow, orange and purple colours in Trix and Fruity Cheerios. Reese' Puffs and Golden Grahams will incorporate natural vanilla flavour to achieve the same taste that adults and children have come to expect.

"Our General Mills Big G cereal team is always listening to consumers about how we can improve our cereals and make them better, including removing artificial flavors and colors from artificial sources," said Lauren Pradhan, senior marketing manager for wellness strategy in the Cereal division. "The updated recipes hitting the cereal aisle this month deliver great taste and core benefits like whole grains to help moms and dads feel great about enjoying cereal with their family again."

With the new recipes coming out this month, General Mills says it is now 75 percent of the way to completion. The goal is to complete this change for all General Mills Big G cereals by the end of 2017.