General Mills to Remove Artificial Flavors, Colors from All Cereals

General Mills will strip artificial flavors and colors from the remaining 40% of its cereals that still contain them, the latest response by the food industry to changing customer preferences.

Chief Executive Jim Murphy said the company is listening to consumers "who want to see more recognizable and familiar ingredients on the labels" and plans to have more than 90% of its cereals free of artificial flavors and colors by the end of next year.

Trix and Reese's Puffs will be among the first of the remaining brands to change, and updated versions will be available this winter, the company said. General Mills aims to have all of its cereals free of artificial flavors and colors by the end of 2017.

Other food makers have made similar moves recently as they look to respond to a consumer shift toward foods seen as healthier and more natural.

Last month, Yum Brands Inc. said its Taco Bell and Pizza Hut restaurant chains would remove artificial colors and flavors; Panera Bread Co. recently moved to cut at least 150 artificial sweeteners, colors, flavors and preservatives from its menu by the end of next year. McDonald's Corp. this year said it would stop selling chicken products in the U.S. made from birds raised with antibiotics that are important to human health, and Chipotle Mexican Grill Inc. recently said it has finished removing genetically modified ingredients from its foods.

Write to Lisa Beilfuss at [e-mail]

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