General Mills to Drop Artificial Ingredients From Cereals

Boxes of Cheerios cereal, made by General Mills, sit on the shelf at a grocery store September 23, 2009 in Berkeley, California. Photo by Justin Sullivan/Getty Images

NEW YORK—General Mills is dropping artificial colors and flavors from its cereals, the latest company to respond to a growing desire for food made with ingredients people see as natural.

The company said Monday that Trix and Reese’s Puffs will be among the first cereals to undergo the changes. As a result, the reformulated Trix cereal later this year will be made with four colors instead of six, said Kate Gallager, cereal developer for General Mills.

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