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

Nigeria Incumbent in Tight Spot as Poll Nears

Muhammadu Buhari is running a strong challenge to Goodluck Jonathan, amid a faltering economy and Boko Haram security worries More

Video Liberia's Almost-Last Ebola Patient Grateful but Still Grieving

Beatrice Yardolo tells VOA that despite her fame, life is still a struggle as she waits for government's promise of support to arrive More

Video Cambodian Land Grabs Threaten Traditional Communities

At least seven different indigenous groups in Ratanakiri depend mainly on forest products for their survival, say they face loss of their land, traditional way of life More

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
Liberia's Almost Last Ebola Patient Grateful but Still Grievingi
X
Benno Muchler
March 26, 2015 3:41 PM
Beatrice Yardolo was to make history as Liberia’s last Ebola patient. Liberians recently started counting down 42 days, the period that has to go by without a single new infection until the World Health Organization can declare a country Ebola-free. That countdown stopped on March 20 when there was another new case of Ebola, making Yardolo’s story a reminder that Ebola is far from over. Benno Muchler reports from Monrovia.
Video

Video Liberia's Almost Last Ebola Patient Grateful but Still Grieving

Beatrice Yardolo was to make history as Liberia’s last Ebola patient. Liberians recently started counting down 42 days, the period that has to go by without a single new infection until the World Health Organization can declare a country Ebola-free. That countdown stopped on March 20 when there was another new case of Ebola, making Yardolo’s story a reminder that Ebola is far from over. Benno Muchler reports from Monrovia.
Video

Video Cambodian Land Grabs Threaten Traditional Communities

Indigenous communities in Cambodia's Ratanakiri province say the government’s economic land concession policy is taking away their land and traditional way of life, making many fear that their identity will soon be lost. Local authorities, though, have denied this is the case. VOA's Say Mony went to investigate and filed this report, narrated by Colin Lovett.
Video

Video US, South Korea Conduct Joint Military Exercises

The Eighth U.S. Army Division and the Eighth Republic of Korea Mechanized Infantry Division put on a well orchestrated show of force for the media this week during their joint military training exercises in South Korea. VOA’s Seoul correspondent Brian Padden was there and reports the soldiers were well disciplined both in conducting a complex live fire exercise and in staying on message with the press.
Video

Video Space Program Status Disappoints 'Last Man on the Moon'

One of the films that drew big crowds last week at the annual South by Southwest festival in Austin, Texas, tells the story of the last human being to stand on the moon, U.S. astronaut Eugene Cernan. It has been 42 years since Cernan returned from the moon and he laments that no one else has gone there since. VOA’s Greg Flakus reports.
Video

Video Young Filmmakers Shine Spotlight on Giving Back

A group of student filmmakers from across the United States joined President Barack Obama at the White House this month for the second annual White House Student Film Festival. Fifteen short films were officially selected from more than 1,500 entries by students aged 6 through 18. The filmmakers and their families then joined the president and a group of celebrities for a screening of their films. VOA’s Julie Taboh reports.
Video

Video VOA Exclusive: Interview with Afghan President Ashraf Ghani

Afghan President Ashraf Ghani, during his first visit as president to Washington, gave a one-on-one interview with VOA Afghan Service reporter Said Suleiman Ashna, about his request for a change in U.S. troop levels, the threat from the Islamic State, and repairing relations with the United States and Pakistan. The interview was held at Blair House, late Sunday, in Pashto.
Video

Video California Science Center Tells Story of Dead Sea Scrolls

The ancient manuscripts were uncovered in the mid-20th century, and they are still yielding clues about life and religious beliefs in ancient Israel. As VOA's Mike O'Sullivan reports, an exhibit in Los Angeles shows how modern science is bringing the history of these ancient documents to life.
Video

Video Angelina Jolie Takes Another Bold Step

Hollywood actress and filmmaker Angelina Jolie has revealed she had her ovaries and fallopian tubes removed to lower her odds of getting cancer. Doctors say the huge publicity over her decision will help raise awareness about the importance of cancer screening. VOA’s George Putic has more

All About America

Circumventing Censorship

An Internet Primer for Healthy Web Habits

As surveillance and censoring technologies advance, so, too, do new tools for your computer or mobile device that help protect your privacy and break through Internet censorship.
More