Trix Box
Jan 19, 2016 • By

Cereal team celebrates milestone

We’re in the middle of a milestone month for the General Mills Cereal division. As of today, 75 percent of our cereals no longer include artificial flavors and colors from artificial sources.

This month alone, we’ve released seven cereals with new recipes. So if you’ve strolled through the cereal aisle lately, you’ve probably noticed the newest changes to our lineup.

Seven Cereals

New packaging for the cereals highlights that they have no artificial flavors, no colors from artificial sources, and no high fructose corn syrup. The seven cereals are Trix, Reese’s Puffs, Cocoa Puffs, Golden Grahams, Chocolate Cheerios, Frosted Cheerios and Fruity Cheerios.

Trix Box Label

“We want people to be able to see that label and ingredient list and feel better about what they are eating and serving their families,” says Kate Gallager, research and development manager, Cereal. “A lot of time went into making sure that our products still taste great.”


In addition to the new look for our cereals, there’s also a new way that the team is getting the word out to drive awareness of the recipe changes and our commitment.

It’s a campaign, called “Again,” which encourages people to not just like our cereal, but love it … again. Watch the commercial, here.

(See a longer version of the video, here.)

“The Again video is about everyday moments that parents enjoy with their children, shown through the eyes of a child,” says Steve Bruch, associate marketing manager, Cereal. “That’s what I think makes it really special. Kids can find the most joy out of the things we adults sometimes take for granted. It’s very much about that childhood joy – when they love something they want it again.”

Love Cereal Again

And the nostalgic video helps people remember how they enjoyed cereal.

“Cereal is in 90 percent of households. We all grew up with it. We all loved it. Yet, our tastes and preferences change constantly. We wanted to update our recipes to deliver what people want in their cereal today” says Steve.

It was this understanding that inspired the General Mills Cereal team to make the product improvements.

We announced the commitment last June, but a lot of work was already going on behind the scenes – for several years – before the news was shared.

“This started at least four years ago, where we were really starting to look at what ingredients we could utilize to deliver on the no colors from artificial sources goal. What are some of those alternative sources of color – like vegetables, fruits and spice extracts?” says Kate. “Then the application and really heavy recipe development work began in the fall of 2014. We’ve been at this now for well over a year and without a lot of context it seems like ‘Oh, it’s just a year to start working on this,’ but it took a year across some pretty big cereals where color was central to the product identity.”

Not to mention figuring out how to integrate the ingredient changes into production on a mass scale.

Cereal Testing

According to Kate, the team:

-Investigated at least 69 colors and 86 flavors

-Did around 98 tastings

-Completed approximately 301 recipe experiments

-Spent nearly 140 hours listening to consumers about the products

“There is more to do, but I could not be more proud of the relentless determination of our team to ensure these favorite cereals are delicious and use the ingredients people are looking for today,” says Lauren Pradhan, senior marketing manager, Cereal Portfolio Wellness.

Kate says that while her team’s current focus is on removing artificial flavors and colors from artificial sources from the remainder of the cereal portfolio, she still wants to revisit options for reviving the green and blue colors for the iconic colorful cereals.

Trix Then Now

“We’re not done, we just started this and we’re going to continue to renovate our products in meaningful ways for the consumers, and I think one of those is figuring out how can we bring back some of those colors that, in the initial part, we took out,” she says. “That’s not going to happen in the next year, but it’s definitely something that we would love to start to tackle again once we get through the remainder of our products.”

For now, General Mills is excited to share these new cereals with consumers and celebrate that they’re one step closer to having all General Mills cereals free of artificial flavors and colors from artificial sources by the end of 2017.

Our Journey Side Panel

“Cereal continues to be on a journey to always be better,” says Lauren. “I am incredibly excited for these new, delicious recipes to hit shelves.”

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  • Tim

    Stop ignoring the consumers and make the Monsters Cereals from oat, AGAIN!

  • Debra

    I, for one, enjoyed the brighter color of Trix and I know my grandkids did.

  • DD

    Thank you!! My son loves Reese’s Puffs and I stopped buying them and any other cereal with artificial colors (except when I gave in and bought them anyway, but always felt uneasy about my decision). Now I can buy them again and not feel bad, I liked everything else about your cereal, but didn’t like the artificial stuff. Thank you for doing this, it shows you are a company that can change with the times and understand the shift in consumers awareness of food labels and what we want to feed our kids.

  • Michelle

    I miss the old Trix from 1980’s. The new Trix leaves a film and weird after taste. I also miss how the Frankenberry used to taste. The new recipes taste weird.

  • Kaitlynn

    Great that you are getting away from high fructose corn syrup and artificial flavors but disappointed that your cereals still have trisodium phosphate.

  • mahoraner niall

    finally! i can enjoy trix again! no more picking out the red, purple, and orange trix (i have a red dye sensitivity) and now i can finally have the whole bowl without worrying!

  • Beverly

    Thank you, thank you, thank you! I can now share some of my favorite cereals as a kid with my boys now that you’ve removed artificial colors :-) We don’t care that the colors aren’t as bright as before, the cereal still tastes great! We went from one week of having to say no to the Reeses cereal (as it contained Red 40) to the following week bringing home a box as a surprise due to the removal of artificial colors. You totally made my 6 yr old son’s day! He is able to have foods with artificial colors (especially red 40) I also want to say thanks for doing the same with your fruit snacks! Now the boys can have the cool shaped ones :-) Keep up the great work!

  • Nikki Kratzer

    Will they be gluten free too?

  • Andrea Tourangeau

    Thank you so much for getting rid of the artificial colors. My daughter hasn’t been able to enjoy trix or any red dye cereal for years due to adverse affects and now even though my general rule is under 10 g of sugar it was close enough for celebration I let her have it:) She was so happy she jumped for joy!! Thank you!

  • Valerie Andreassi

    Why remove the artificial colors as they’re approved by the FDA? They are made from petroleum!! Yes, like the oil in your car engine. Have you seen a puddle that has oil floating on top? It looks like a rainbow, right? Well THAT is the rainbow that scientists have extracted from the oil and put in our food supply. It gums up our brains creating behavior/attention problems… and not just RED! These colors also have small amounts of toxic trace metals (like LEAD and MERCURY) too. Some kids even get rashes all over their bodies from dyes. Thanks GM for listening to consumers… now get the BHT and TBHQ (also from petroleum) and my kids could eat your cereals…