General Mills Nixes Artificial Ingredients
Breaking News: I haven’t had breakfast cereal since grade school but it looks like General Mills has finally caught on to the public awareness that’s spread over the last decade or so: artificial ingredients are nutritionally void and so are most breakfast cereals.
The Minneapolis-based food processor says it hopes to have artificial ingredients out of 75 percent of its cereal lineup by January of next year, and gone from 90 percent by the end of 2016.
This is an important step and rather ambitious goal in foods that have a long history as the cornerstone of breakfast nutrition for children. They did note that the cereal with the most difficult path ahead (changing formulas) is Lucky Charms, while the biggest, quickest changes will occur with Reese’s Puffs and Trix, the latter’s color change will be immediately apparent to consumers. One critic of General Mills had this to say:
These kid-oriented cereals are still extremely processed, have virtually no nutritional value and are fortified with vitamins because the real nutrients have been stripped in processing,” public health lawyer Michele Simon told the Washington Post.
The overall lack of nutrition and, again, rising public awareness have worked together to significantly affect General Mills financially:
Despite such efforts, cereal’s share of the US breakfast market is shrinking, and it has been for about two decades. Since peaking in the mid-1990s, cereal sales have fallen from a combined 13.9 billion in 2000 to an estimated 9.7 billion in 2015, according to market research firm Euromonitor.
Original article: http://www.csmonitor.com/Business/The-Bite/2015/0622/General-Mills-nixes-artificial-ingredients-and-Americans-nix-cereal-video
Image source: http://blog.mysanantonio.com/sada/files/legacy/cereal.jpg