General Mills to roll-out organic cereals under Annie’s brand to improve $2.3bn cereal unit

US-based food company General Mills is planning to roll-out three organic cereals under the Annie’s brand, in an effort to improve its $2.3bn cereal business in the country.

These USDA-certified cereals are produced without the use of any artificial flavours, synthetic colours or preservatives.

In a statement, General Mills said that the three Annie’s branded cereals to be stocked at retail shelves include Frosted Oat Flakes, Berry Bunnies and Cocoa Bunnies.

The products will be available at Whole Foods in April and later at other grocery outlets by mid-2016, reports StarTribune.

General Mills has taken this move to expand the business of the Annie’s brand from its macaroni and cheese, and snack boxes and take it into other food segments such as soup and yogurt.

The company also aims to make health-focused organic cereal products by completely removing artificial ingredients from its entire cereal range in order to meet the demand of today’s consumers.

The cereal line includes Cheerios and Lucky Charms brands.

General Mills chief operating officer Jeffrey Harmening said: "More than half of US consumers are telling us they’re trying to avoid artificial colours and flavours and we’ve responded by announcing that our entire cereal line will have no artificial colours, no artificial flavours and no high fructose corn syrup."

General Mills acquired the producer of branded organic and natural foods Annie’s for $820m in September 2014.

Annie’s was founded by Annie Withey and Andrew Martin in 1989.