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General Mills is going green, literally. The company
announced its intention to eliminate artificial flavors and colors from its
entire line of cereals.
General Mills is the first major cereal company to commit to
this change. The artificial ingredients will be replaced with fruits,
vegetables and natural spices to recreate the signature color of such cereals
like Trix and Lucky Charms.
The company has been experimenting with new ways to create
their cereals, using hundreds of natural ingredients. Tomatoes, purple carrots,
strawberries and radishes are all new additions to the classic cereal recipes.
Sixty percent of its cereals, like Cheerios, are already free
of artificial colors and flavors. By the end of 2016, General Mills hopes to
have that number up to 90 percent.
One of the company's biggest hurdles will be Lucky Charms. Finding a
healthier replacement for marshmallows is likely to be a challenge for the
company, but representatives say they are determined to make the change to natural ingredients.