General Mills is removing artificial colors and flavors from all of its cereals to meet consumer demands for recognizable, familiar and natural ingredients. The company surveyed American households and found 49 percent of families are making an effort to avoid artificial flavors and colors.
General Mills plans to have more than 90 percent of its cereals free of artificial flavors and colors by the end of 2016. More than 60 percent of General Mills cereals are already free of these artificial ingredients.
Trix and Reese's Puffs will be among the first of the remaining brands to change to all natural flavors and colorings. The new Trix will gets its colors from fruit and vegetable juices and spice extracts like turmeric and annatto.
The updated Trix and Reese's Puffs cereals should be on store shelves this winter.
Lucky Charms will take longer
"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," said General Mills cereal developer Kate Gallager.