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Going Natural: General Mills Cuts More Artificial Flavors

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As part of a number of other companies eliminating artificial flavors from its food, including a recent announcement made by Papa John'sGeneral Mills will remove artificial flavors and colors from the rest of its cereals in response to consumers’ changing preferences towards natural.

General Mills plans to have more than 90% of its cereals free of artificial flavors and colors from artificial sources by the end of 2016.

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.

Kate Gallager, General Mills cereal developer said: “Cereals that contain marshmallows, like Lucky Charms, may take longer, but we are committed to finding a way to keep the magically delicious taste as we work to take out the artificial flavors and colors from artificial sources.”

General Mills said more than 60% of its 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.

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