Just yesterday, another food company announced that artificial flavors and colors will be removed from its products.
By 2017, General Mills will integrate natural flavors and colors into its cereals while still achieving the same taste that customers are accustomed to.
Trix will use fruit and vegetable juices as well as spice extracts to achieve its bright coloring, and Reese's Puffs, which already uses peanut butter and cocoa, will now incorporate natural vanilla flavor to maintain its taste.
Currently, more than 60 percent of General Mills' products are already without these artificial additives—like Cinnamon Toast Crunch and Original Cheerios—and have been for quite some time.
The latest enhancement comes as a response to customers' seeking foods with fewer artificial flavors and colors. According to a recent survey, 49 percent of households are actively trying to avoid anything artificial in the food that they consume.
"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, stated in a press release. "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."
Caitlin St John is an Editorial Assistant for Parents.com who splits her time between New York City and her hometown on Long Island. Follow her on Twitter: @CAITYstjohn
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Image: Trix Cereal via Shutterstock