General Mills to Cut Sugar in Cereals Marketed to Children

Posted By elissa on Dec 21, 2009 | 2 comments

Thinking of General Mills always brings this bit of satire from the Onion to mind…

Surgeon General Mills Recommends Three To Five Servings Of Froot Per Day
December 4, 2002 | Issue 38•45

WASHINGTON, DC—In a report submitted Monday to the Department of Health and Human Services, Surgeon General James Mills recommended that Americans consume three to five servings of froot per day. “A crunchier, more berrilicious cousin of the fruit family, froot is vital to proper digestion and breakfast fun,” Surgeon General Mills said. “Whether you’re eating it straight off the vine or, ideally, in its processed ‘loop’ form, Americans should be sure to get plenty of froot.”

Yeah, I know – Kellogg’s makes Froot Loops, not General Mills – but it was still funny.  It was a reminder of just how pervasive the major cereal companies (and their products) are, not to mention how phony that “froot” in fruit-flavored, sugary cereals really is.

But cereal makers have been under fire lately, and General Mills is feeling the heat.  In a recent statement, the company pledged to reduce the sugar in cereals advertised to children to “single digit levels.”

General Mills announced today a public commitment to reduce sugar in cereals advertised to children to single-digit grams of sugar per serving.  The initiative is in place and progress has been made, the company said, “with further reductions to continue until single-digit levels are reached on all cereals advertised to children.”

…To ensure the cereals continue to taste great, reductions will continue in a series of smaller steps.  “Maintaining great taste while continuing to reduce sugar is a challenge,” noted Harmening.  “It requires technology, time and investment.  But we’re doing it.  We are committed to reaching single-digit levels.”

“General Mills strives to be the health leader in every category in which we compete,” said Harmening, “Big G is going to continue to lead in cereal as well.”

Of course, there’s a catch: the company didn’t commit to a specific time line.  Still, I’m willing to take “Big G” at its word – for now – and say it’s a step in the right direction.