News / USA

Cheerios Breakfast Cereal Cuts GMO Ingredients

(File Photo) Food industry giant General Mills has removed genetically modified organisms (GMOs) from its Cheerios brand cereal in response to consumer demand.
(File Photo) Food industry giant General Mills has removed genetically modified organisms (GMOs) from its Cheerios brand cereal in response to consumer demand.
Genetically modified ingredients have been eliminated from one of the best-known breakfast cereals in the United States after a year-long campaign from environmental groups.

Food industry giant General Mills says it took genetically modified organisms (GMOs) out of its Cheerios brand not out of safety concerns, but in response to consumer demands.

Starting a little over a year ago, The “GMO Inside” environmental coalition rallied tens of thousands of consumers to flood the Cheerios Facebook page and call and email the company telling them to take GMOs out of the cereal.

“We just wanted to encourage General Mills to offer non-GMO Cheerios to consumers here in the United States just like they do in Europe,” said Todd Larsen, a coalition member with Green America. “And apparently tens of thousands of people agreed with us.”

Disputed claims

The campaign’s website says GMOs have “disastrous effects” on the environment and “increasing research is pointing to negative health impacts of consuming GMOs.”

The World Health Organization, the U.S. Institute of Medicine and regulatory agencies in Europe, the United States and Canada have said GMOs pose no more risk than conventional foods and have some environmental benefits.
 
“It’s clear from scientific and regulatory bodies that they are safe,” said General Mills spokesman Mike Siemienas. “But we value our Cheerios fans, and we listen to their thoughts and suggestions.”

Ingredient search

Going non-GMO was not easy. Nearly all the corn, soybeans and sugar beets grown in the U.S. are genetically modified, and 70 to 80 percent of supermarket products contain GMO ingredients.

Cheerios are mostly oats, and there are no GMO oat varieties.

But finding reliable non-GMO sources for the small amounts of corn starch and sugar in the cereal took a “significant investment over nearly a year,” according to the Cheerios website.

Siemienas said it would be “difficult if not impossible” for other cereals to follow suit.

The change only applies to original Cheerios, not the 11 other Cheerios flavors.

Niche market

Non-GMO products have been gaining ground and space on supermarket shelves. Last year, major retailer Target introduced a line of non-GMO foods, fast-food chain Chipotle announced it is phasing out GMO ingredients, and products bearing the “Non-GMO Verified” seal were among the fastest growing categories.

However, agricultural economist Nicholas Kalaitzandonakes says it remains a niche market. For example, organic products, which are by definition non-GMO, made up only 3.5 percent of U.S. food sales in 2012.

“In order to really make a significant shift in the marketplace, consumers have to go en masse and pay to avoid GMOs,” he said. “And we have not seen evidence of that.”

You May Like

Video One Year After Thai Coup, No End in Sight for Military Rule

Since carrying out the May 22, 2014 coup, the general has retired from the military but is still firmly in charge More

Goodbye, New York

This is what the fastest-growing big cities in America have in common More

Job-Seeking Bangladeshis Risk Lives to Find Work

The number of Bangladeshi migrants on smugglers’ boats bound for Southeast Asian countries has soared in the past two years More

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
Turkey's Main Opposition Party Hopes for Election Breakthroughi
X
May 22, 2015 10:23 AM
Turkey’s main opposition Republican People’s Party has sought an image change ahead of the June 7 general election. The move comes after suffering successive defeats at the hands of the Islamist-rooted AK Party, which has portrayed it as hostile to religion. Dorian Jones reports from the western city of Izmir.
Video

Video Turkey's Main Opposition Party Hopes for Election Breakthrough

Turkey’s main opposition Republican People’s Party has sought an image change ahead of the June 7 general election. The move comes after suffering successive defeats at the hands of the Islamist-rooted AK Party, which has portrayed it as hostile to religion. Dorian Jones reports from the western city of Izmir.
Video

Video Europe Follows US Lead in Tackling ‘Conflict Minerals’

Metals mined from conflict zones in places like the Democratic Republic of Congo are often sold by warlords to buy weapons. This week European lawmakers voted to force manufacturers to prove that their supply chains are not inadvertently fueling conflicts and human rights abuses. Henry Ridgwell reports from London.
Video

Video Class Tackles Questions of Race, Discrimination

Unrest in some U.S. cities is more than just a trending news item at Ladue Middle School in St. Louis, Missouri. As VOA’s Kane Farabaugh reports, it’s a focus of a multicultural studies class engaging students in wide-ranging discussions about racial tensions and police aggression.
Video

Video Mind-Controlled Prosthetics Are Getting Closer

Scientists and engineers are making substantial advances towards the ultimate goal in prosthetics – creation of limbs that can be controlled by the wearer’s mind. Thanks to sophisticated sensors capable of picking up the brain’s signals, an amputee in Iceland is literally bringing us one step closer to that goal. VOA’s George Putic reports.
Video

Video Afghan Economy Sinks As Foreign Troops Depart

As international troops prepare to leave Afghanistan, and many foreign aid groups follow, Afghans are grappling with how the exodus will affect the country's fragile economy. Ayesha Tanzeem reports from the Afghan capital, Kabul.
Video

Video Poverty, Ignorance Force Underage Girls Into Marriage

The recent marriage of a 17-year old Chechen girl to a local police chief who was 30 years older and already had a wife caused an outcry in Russia and beyond. The bride was reportedly forced to marry and her parents were intimidated into giving their consent. The union spotlighted yet again the plight of many underage girls in developing countries. Zlatica Hoke reports poverty, ignorance and fear are behind the practice, especially in Asia and Africa.
Video

Video South Korea Marks Gwangju Uprising Anniversary

South Korea this week marked the 35th anniversary of a protest that turned deadly. The Gwangju Uprising is credited with starting the country’s democratic revolution after it was violently quelled by South Korea’s former military rulers. But as Jason Strother reports, some observers worry that democracy has recently been eroded.
Video

Video California’s Water System Not Created To Handle Current Drought

The drought in California is moving into its fourth year. While the state's governor is mandating a reduction in urban water use, most of the water used in California is for agriculture. But both city dwellers and farmers are feeling the impact of the drought. Some experts say the state’s water system was not created to handle long periods of drought. Elizabeth Lee reports from Ventura County, an agricultural region just northwest of Los Angeles.
Video

Video How to Clone a Mammoth: The Science of De-Extinction

An international team of scientists has sequenced the complete genome of the woolly mammoth. Led by the Swedish Museum of Natural History in Stockholm, the work opens the door to recreate the huge herbivore, which last roamed the Earth 4,000 years ago. VOA’s Rosanne Skirble considers the science of de-extinction and its place on the planet
Video

Video Blind Boy Defines His Life with Music

Cole Moran was born blind. He also has cognitive delays and other birth defects. He has to learn everything by ear. Nevertheless, the 12-year-old has had an insatiable love for music since he was born. VOA’s June Soh introduces us to the young phenomenal harmonica player.

VOA Blogs