General Mills is the manufacturer of Multi Grain Cheerios, and for years the product has boasted not only whole grains but, like the companys Total cereal line, a wide range of 100% of vitamins and minerals. The company has now *reformulated* Multi Grain Cheerios, and while still selling the product for a relatively high cost and continuing to promote the whole grains issuewhich was also a part of the previous formulas advertisingit completely fails to point out that out of the sixteen vitamins and minerals of the previous formula, the new version of the cereal has reduced the percentage of eleven vitamins and minerals and completely eliminated two others: Previous formula Reformulated
1. Vitamin A 10% Vitamin A 10%
2. Vitamin C 25% Vitamin C 10% - reduced
3. Calcium 10% Calcium 10%
4. Iron 100% Iron 45% - reduced
5. Vitamin D 10% Vitamin D 10%
6. Vitamin E 35% Vitamin E deleted
7. Thiamin 100% Thiamin 25% - reduced
8. Riboflavin 100% Riboflavin 25% - reduced
9. Niacin 100% Niacin 25% - reduced
10. Vitamin B6 100% Vitamin B6 25% - reduced
11. Folic Acid 100% Folic Acid 50% - reduced
12. Vitamin B12 100% Vitamin B12 25% - reduced
13. Pantothenic Acid 100% Pantothenic Acid - deleted
14. Phosphorus 8% Phosphorus 8%
15. Magnesium 4% Magnesium 4%
16. Zinc 100% Zinc 25% - reduced Nothing else in the cereal has changed; the list of ingredients in the 100% formula vs. The lower vitamin ratio is identical, but anything that was more than 10% has been reduced or eliminated. When the company was contacted regarding this issue the following response was provided: Thank you for contacting us concerning Multi Grain Cheerios cereal. We appreciate the opportunity to address this matter. Multi Grain Cheerios vitamin levels have been reformulated. The vitamin and mineral profile of Multi Grain Cheerios is now similar to that of Yellow Box Cheerios. Multi Grain Cheerios now delivers an excellent source of 8 vitamins and minerals for our all-family consumer base. Multi Grain Cheerios continues to deliver 20 grams of whole grain and a good source of fiber in each serving. Multi Cheerios still has the same delicious taste with a lightly sweetened blend of five whole grains: oats, corn, rice, wheat and barley. If you have any further questions or concerns, please let us know. Sincerely, Jeremy Gold
Consumer Services
As can be seen, the response given provides absolutely no answer as to why the cereals vitamin and mineral profile had been reduced, or even acknowledges that such has occurred!"Multi Grain Cheerios now delivers an excellent source of 8 vitamins and minerals for our all-family consumer base." That sentence alone indicates that General Mills considers 25% to be an excellent source, but 100% is not?!
A follow-up mail has been sent to General Mills, asking for clarification as to exactly why the company made such a drastic reduction in the formula, but as of today a reply has not been received. Even if a consumer does not make a habit of comparing details on products lists of Nutrition Facts, such a cutback by a company does not always guarantee that the price of the product will be similarly reduced. General Mills is a massive, prosperous company and there is no logical reason to diminish the health factor of a product that had already been a top-seller.
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