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General Mills goes whole grains
Cereal maker will shift kids cereals to healthier whole grains by early 2005.
September 30, 2004: 7:42 AM EDT

NEW YORK (CNN/Money) - General Mills announced plans Thursday to start using healthier whole grains in all of its ready-to-eat cereals, including children's cereals such as Trix, Cocoa Puffs and Lucky Charms.

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The nation's second largest cereal maker will start to switch about 40 percent of its ready-to-eat cereals to whole grains in the coming weeks and will complete the change by early next year, according to the company.

The other 60 percent -- including Cheerios, Wheaties and Total -- already use whole grains. Company officials said that the taste of the cereals will not be changed by the switch, but it is aimed at improving the health of its customers.

The switch will increase by 1.5 billion a year the number of whole grain servings eaten by Americans without adding calories, according to Susan Crockett, a nutrition researcher at General Mills.

The company said consumers have been demanding improvements in cereal nutrition. General Mills (GIS: Research, Estimates) and competitor Kellogg (K: Research, Estimates), the major U.S. cereal maker, began selling lower sugar versions of their kid-targeted cereals this past summer.  Top of page




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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer.

Morningstar: © 2015 Morningstar, Inc. All Rights Reserved.

Factset: FactSet Research Systems Inc. 2015. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2015 and/or its affiliates.