75% of General Mills Cereals Now Free of Artificial Flavors and Colors from Artificial Sources

As part of a commitment to remove artificial flavors and colors from artificial sources from all of its cereals by the end of 2017, General Mills is releasing its first wave of new cereal recipes, which includes Trix, Reese's Puffs, Cocoa Puffs, Golden Grahams, Chocolate Cheerios, Frosted Cheerios and Fruity Cheerios.

MINNEAPOLIS, Jan. 19, 2016 (PRNewswire) β€” As part of a commitment to remove artificial flavors and colors from artificial sources from all of its cereals by the end of 2017, General Mills is releasing its first wave of new cereal recipes, which includes Trix, Reese's Puffs, Cocoa Puffs, Golden Grahams, Chocolate Cheerios, Frosted Cheerios and Fruity Cheerios. The family favorites are now available in the cereal aisle at local retailers nationwide and highlight no high fructose corn syrup and no artificial flavors and colors from artificial sources on the front of each box.

The seven updated cereal recipes arrive on store shelves as the new 2015 Dietary Guidelines outline a growing need for consumers to add more whole grains in their diet, an area General Mills Big G cereals has been working on since 2005. This has resulted in whole grains as the first ingredient in all of its cereals.

"We are thrilled to see the 2015 Dietary Guidelines continue to recommend making half of your grains whole and recognizing 16 grams of whole grain as a serving, which wasn't in the previous Guidelines," said Lesley Shiery, RD, senior nutrition scientist, Bell Institute of Health and Nutrition at General Mills. "All of our Big G cereals contain at least 10 grams of whole grain per serving and many also deliver underconsumed nutrients for specific populations like vitamins A, C, D, calcium and iron."

The updated General Mills' cereal recipes now include fruit and vegetables juices, as well as spice extracts such as turmeric and annatto to achieve the fun red, yellow, orange and purple colors in Trix and Fruity Cheerios. Reese' Puffs and Golden Grahams will incorporate natural vanilla flavor to achieve the same great taste that adults and children have come to expect.

"Our General Mills Big G cereal team is always listening to consumers about how we can improve our cereals and make them better, including removing artificial flavors and colors from artificial sources," said Lauren Pradhan, senior marketing manager for wellness strategy in the Cereal division. "The updated recipes hitting the cereal aisle this month deliver great taste and core benefits like whole grains to help moms and dads feel great about enjoying cereal with their family again."

About General Mills

General Mills is one of the world's leading food companies, operating in more than 100 countries around the world. Its brands include Cheerios, Fiber One, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2015 worldwide sales of US $18.8 billion.

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