General Mills Nixes Artificial Ingredients: Trix, Lucky Charms And Saturday Morning Cartoons Will Never Be The Same

Stick a spoon in it; artificial colors and flavors have a limited shelf life at General Mills. The breakfast food giant recently announced its intention to remove artificial ingredients from all its cereals by 2017. First up will be Reese’s Puffs and Trix, which will get a makeover by winter.

While Reese’s Puffs will be getting real vanilla instead of the artificial stuff, Trix will be reduced to only four colors -- red, orange, yellow and purple -- made from a variety of juices and spice extracts. Other brands, such as Lucky Charms and Count Chocula, will take longer to change as General Mills searches for natural alternatives.

The company is following other food-producing giants, including Hershey’s, Nestle and Kraft, as well as restaurant chains like Taco Bell, Subway and Panera Bread.

Not all are welcoming the news with open mouths. The Washington Post cited experts who said General Mills' changes are no more than a marketing ploy and offer few health benefits. The Atlantic seconded that, pointing out that the cereals will still be packed with sugar.

Elsewhere, NPR noted that artificial dyes have been flagged as potentially affecting children’s behavior, although the effects are uncertain. According to the Center for Science in the Public Interest, consumption of artificial food colorings jumped fivefold between 1955 and 2010. Dyes Red 40 and Yellow 6 -- both currently found in Trix -- are among the most commonly used.

But the nostalgic and those who enjoy Red 40 can rejoice -- not all companies are doing away with artificial ingredients. Just Born -- maker of Peeps, Mike and Ikes and Hot Tamales -- told Confectionery News it is not planning to follow the trend and will keep using artificial ingredients. Such changes are too costly for smaller manufacturers to justify, the company said.