General Mills is launching seven updated cereal recipes as part of its commitment to phase out artificial flavours and colours from its cereals by the end of 2017.
New cereal recipes including Trix, Reese's Puffs, Cocoa Puffs, Golden Grahams, Chocolate Cheerios, Frosted Cheerios and Fruity Cheerios do not contain high fructose corn syrup, artificial flavours and colours, the company claims on the packaging.
The cereals are now made with fruit and vegetable juices, spice extracts such as turmeric and annatto to obtain a mix of colours such as red, yellow, orange and purple in the company's Trix and Fruity Cheerios. A natural vanilla flavour will be introduced in Reese's Puffs and Golden Grahams.
The company claims 75% of its products are now free of artificial flavours and colours.
General Mills's commitment to remove artificial flavours and colours builds on a study, which revealed that 49% of US households prefer cereals free from artificial flavours and colours.
The launch of updated recipes emerges after the release of the US 2015 dietary guidelines that outlines the need for US consumers to add more whole grains in their diet along with vegetables.
General Mills' Big G cereals has been working on this area since 2005, the company says. The work resulted in the introduction of whole grains as the primary component in all of its cereals.
General Mills Bell Institute of Health and Nutrition senior nutrition scientist Lesley Shiery, RD, said: "We are thrilled to see the 2015 dietary guidelines continue to recommend making half of your grains whole and recognising 16 grams of whole grain as a serving, which was not in the previous guidelines.
"All of our Big G cereals contain at least ten grams of whole grain per serving and many also deliver underconsumed nutrients for specific populations like vitamins A, C, D, calcium and iron."
The dietary guidelines promotes the intake of vegetables, fruits, grains, low-fat and fat-free dairy, lean meats and other protein foods and oils, while urging limitations on the consumption of saturated fats, trans fats, added sugars and sodium.
The recommendations urge the American public to consume less than 10% of calories per day from added sugars. It suggests less than 10% of calorie intake per day should come from saturated fats.
