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

Mali's Female Basketball Players Rebound After Islamist Occupation

Islamist extremists ruled northern Mali for most of 2012, imposing strict Sharia law, and now some 18 months later, the region is slowly getting back on its feet More

Video Vietnamese Staging Chinese Product Boycott After Oil Rig Spat

Many Chinese-made products go unsold, for now, with numerous Vietnamese consumers still angry over recent dispute More

Koreas Mark 61st Anniversary of War Armistice

Muted observances on both sides of heavily-armed Demilitarized Zone that separates two decades-long enemies More

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
Students in Business for Themselvesi
X
Mike O'Sullivan
July 26, 2014 11:04 AM
They're only high school students, but they are making accessories for shoes, fabricating backpacks and doing product photography - all through their own businesses. It's the result of a partnership between a non-profit organization that teaches entrepreneurship and their schools. VOA's Mike O'Sullivan and Deyane Moses met the budding entrepreneurs near Los Angeles.
Video

Video Students in Business for Themselves

They're only high school students, but they are making accessories for shoes, fabricating backpacks and doing product photography - all through their own businesses. It's the result of a partnership between a non-profit organization that teaches entrepreneurship and their schools. VOA's Mike O'Sullivan and Deyane Moses met the budding entrepreneurs near Los Angeles.
Video

Video Astronauts Train in Underwater Lab

In the world’s only underwater laboratory, four U.S. astronauts train for a planned visit to an asteroid. The lab - called Aquarius- is located five kilometers off Key Largo, in southern Florida. Living in close quarters and making excursions only into the surrounding ocean, they try to simulate the daily routine of a crew that will someday travel to collect samples of a rock orbiting far away from earth. VOA’s George Putic has more.
Video

Video Not Even Monks Spared From Thailand’s Junta-Backed Morality Push

With Thailand’s military government firmly in control after May’s bloodless coup, authorities are carrying out plans they say are aimed at restoring discipline, morality and patriotism to all Thais. The measures include a crackdown on illegal gambling, education reforms to promote students’ moral development, and a new 24-hour phone hotline for citizens to report misbehaving monks. Steve Sandford reports from Bangkok.
Video

Video Virtual Program Teaches Farming Skills

In a fast-changing world beset by unpredictable climate conditions, farmers cannot afford to ignore new technology. Researchers in Australia are developing an online virtual world program to share information about climate change and more sustainable farming techniques for sugar cane growers. As VOA's Zlatica Hoke reports, the idea is to create a wider support network for farmers.
Video

Video Airline Expert: Missile will Show Signature on Debris

The debris field from Malaysia Airlines Flight 17 is spread over a 21-kilometer radius in eastern Ukraine. It is expected to take investigators months to sort through the airplane pieces to learn about the missile that brought down the jetliner and who fired it. VOAs Carolyn Presutti explains how this work will be done.
Video

Video Treatment for Childhood Epilepsy Heats up Medical Marijuana Debate

In the United States, marijuana is classed as an illegal drug by the federal government. But nearly half the states have legalized it, to some degree. Proponents say some strains of marijuana might have exceptional health benefits, for treating pain or inflammation in chronic conditions such as cancer, multiple sclerosis and epilepsy. Shelley Schlender reports on a strain of medical marijuana developed in Colorado that is reputed to reduce seizures in childhood epilepsy
Video

Video Airbus Adds Metal 3D Printed Parts to New Jets

By the end of this year, European aircraft manufacturing consortium Airbus plans to deliver the first of its new, extra-wide-body passenger jets, the A350-XWB. Among other technological innovations, the new plane will also incorporate metal parts made in a 3-D printer. VOA's George Putic has more.
Video

Video AIDS Conference Welcomes Exciting Developments in HIV Treatment, Prevention

Significant strides have been made in recent years toward the treatment and prevention of HIV, the virus that causes AIDS. This year, at the International AIDS Conference, the AIDS community welcomed progress on a new pill that may prevent transmission of the deadly virus. VOA’s Anita Powell reports from Melbourne, Australia.
Video

Video IAEA: Iran Turns its Enriched Uranium Into Less Harmful Form

Iran has converted its stockpiles of enriched uranium into a less dangerous form that is more difficult to use for nuclear weapons, according to the United Nations’ Atomic Energy Agency. The move complies with an interim deal reached with Western powers on Iran's nuclear program last year, in exchange for easing of sanctions. Henry Ridgwell reports for VOA from London.

AppleAndroid