General Mills says going GMO free has done nothing to improve sales of its Cheerios breakfast cereal.
The company declared about a month ago that its “original Cheerios” would have no genetically-modified ingredients.
That ruled out corn sweetener and a few other minor ingredients. The main ingredient is oats and there are no GMO oats grown in North America.
General Mills says it won’t be pursuing the GMO-free market with any other products.
Its several other varieties of Cheerios were not involved in the GMO-free marketing campaign.
The General Mills experience is being closely watched by other food processors and retailers who must now be wondering if the anti-GMO movement is restricted to a small number of people who capture a lot of media attention.