General Mills to end use of artificial flavours, colours in cereal

General Mills has committed to removing artificial colours and flavours from all its cereals by the end of 2017 in Canada and the U.S.

It becomes the latestfood processor to note consumers' heightened awareness of artificial flavours and colours. It says it found in a survey that 49 per cent of households are making efforts to avoid flavours and colours from artificial sources.

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The first task will be removing artificial colours and flavours from Trix and Reese's Puffs, General Mills said in a news release.

Trixwill now use ingredients like fruit and vegetable juices and spice extracts such as turmeric and annatto to create the bright red, yellow, orange and purple colours.

Reese's Puffswill continue to use peanut butter and cocoa and incorporate natural vanilla flavour to enhance the taste.

"We have a lot of hard work ahead of us and we know some products will present challenges as we strive to uphold the taste, quality and fun in every spoonful of cereal," Kate Gallager, General Mills cereal developer, said in a news release.

Among the challenges might be the marshmallows in Lucky Charms, she said.

Deserting the cereal aisle

General Mills says 60 per cent of its cereal products already have no artificial ingredients, including its original Cheerios and new hit Cinnamon Toast Crunch.

Cheerios is a perennial winner for General Mills, as it is already perceived as a healthy alternative.

Many consumers have strayed away from breakfast cereals in the past few years, but General Mills says its sales for the nine months to Feb. 22, 2015, were essentially unchanged.

The food company has added lines such as Nature Valley and Cheerios protein cereals as well as Greek yogurt to keep its share of the breakfast market.

It also has decreased sugar and boosted fibre in its products in response to consumer tastes.

It says it will get rid of artificial ingredients in 90 per cent of its products by the end of 2016 and end then completely by 2017.