General Mills Launches Certified-Organic Cereal

General Mills announced at last weeks' Natural Products Expo West in Anaheim, CA, the launch of its news organic cereal offering - Sunrise. The cereal is a formulation of wheat and corn with a touch of honey. According to General Mills, Sunrise came about after increasing numbers of customers asked for a cereal made from ingredients grown without the use of fertilizers and other farm chemicals.

Food scientists worked to develop a cereal that met organic standards, delivered nutrition and good taste, and was reasonably priced. Sunrise will be sold at an average retail price of $3.39 per 12.5-oz box.

In order to be certified as organic, Sunrise had to meet the standards set down by the organic food industry. Oregon Tilth, of Salem, OR., was chosen to certify Sunrise. Oregon Tilth worked with General Mills throughout the creation of Sunrise, reviewing formulas, suppliers and ingredients.

Certified organic foods must be manufactured, shipped and stored in accordance with exacting standards. General Mills developed new systems and technologies to assure that Sunrise is organic from the farmer's field to the cereal bowl.