General Mills announced today that its breakfast cereals will phase out artificial colors and flavors by 2017. Following in the footsteps of other retailers including Pizza Hut, Taco Bell, Kraft Foods Group, Panera and Subway the move is part of the trend to create healthier products.

“We’ve continued to listen to consumers who want to see more recognizable and familiar ingredients on the labels and challenged ourselves to remove barriers that prevent adults and children from enjoying our cereals,” stated Jim Murphy, president of General Mills cereal division, in a statement.

Companies that sell packaged foods are seeing a loss in market share and falling revenues as shoppers seek brands known for less processed, simpler, more authentic food. Many retailers are trying to draw customers’ attention back by taking stands against additives and making over products to include fewer complex ingredients.

Artificial ingredients are already excluded from 60 percent of General Mills’ cereals, according to the company. However some lines, such as Lucky Charms, Trix and Reese’s Puffs, will now be made with fruit and vegetable juices and natural vanilla.

More than 90 percent of the company’s cereals will be artificial ingredient-free by the end of 2016, with 100 percent compliant by the end of 2017.

Source: USA Today