General Mills To Drop Artificial Ingredients In Cereal

schwit1 writes: General Mills announced Monday that it will be removing artificial colors and flavoring from its cereal products over the next two to three years. The company said that Trix and Reese's Puffs will be some of the first cereals to undergo the changes adding that cereals like Lucky Charms that have marshmallows may take longer to reformulate. They say 90 percent of their cereals will have no artificial ingredients by the end of 2016. "We've continued to listen to consumers who want to see more recognizable and familiar ingredients on the labels and challenged ourselves to remove barriers that prevent adults and children from enjoying our cereals," said Jim Murphy, president of General Mills cereal division, in a statement.

Comments

What are natural flavors, really?

[Dorianny]

There is absolutely no difference between a flavor-ant that has been isolated and extracted (with chemical processes and solvents in most cases) starting with a natural source and the same chemical that has been produced with a chemical process starting with purified raw ingredients.