Artificial Colors, Flavors, Mostly Gone From General Mills Cereals

The General Mills Cereal Division announced that three quarters of its breakfast cereal products are free of artificial colors and flavors from artificial sources. The company said it just unveiled seven old favorites – Trix, Reese’s Puffs, Cocoa Puffs, Golden Grahams, Chocolate Cheerios, Frosted Cheerios and Fruity Cheerios – with new recipes that contain no artificial colors, flavors, or high fructose corn syrup. A new ad campaign, dubbed “Again,” touts the recipe changes while encouraging consumers to love General Mills cereals Again. The company has been working for more than a year trying to figure out how to get rid of the offending colors and flavors ”across some pretty big cereals where color was central to the product identity.” The process included investigating 69 colors and 86 flavors