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General Mills Will Remove Artificial Colors From Cereals

General Mills has announced it will remove artificial flavors and colors from artificial sources from the rest of its cereals.
General Mills has announced it will remove artificial flavors and colors from artificial sources from the rest of its cereals. Video Credit: General Mills

WESTCHESTER COUNTY, N.Y. -- General Mills announced it will remove artificial flavors and colors from its lineup of cereals over the coming years, according to a statement released by the company.

The shift affects approximately 40 percent of General Mills' cereal lineup. The company hopes to have removed artificial ingredients from 75 percent of its products by January, and 90 percent by the end of 2016, the statement said.

“With our consumers, it reached a tipping point in the last couple of years with the trend toward simpler food,” Jim Murphy, president of the General Mills cereal division said in a statement. “I remember the meeting where we all looked at each other and said ‘We’re just done with these, we’re going to do the whole line.’”

Cereals that will see changes in ingredients will include Trix, Reese's Puffs and Lucky Charms.

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