Cheerios, a 73-year-old breakfast cereal, is getting a major makeover, reports the Wall Street Journal.  General Mills started manufacturing a cereal free of genetically modified organisms (GMOs) several weeks ago, and expects it to be available to consumers once the products have made their way through the distribution system and onto store shelves.  The Cheerios will carry the label “Not Made With Genetically Modified Ingredients.”  However, it is important to note that the company warns that these new cereals could contain trace amounts due to contamination in shipping or manufacturing.

This change is significant because it is one of the most well known brands to make such a change.  The company is responding to growing complaints over such ingredients from activist groups and some consumers.  In the works for over a year, this change will only affect classic cheerios.  Varieties such as Honey Nut Cheerios will still contain GMOs for now.  General Mills has stated that it is making this move to respond to consumer demand, not because of any argument that GMOs are unsafe.

In general, critics of GMO use in foods have raised concerns about possible health problems from eating foods with GMOs.  These products include crops such as corn grown from seeds genetically engineered for desirable traits like pest resistance.  Advocacy groups have promoted consumer campaigns in some states to mandate labeling of GMOs in food, and targeted specific brands to change their policies.

Cheerios was one such brand that was successfully targeted, but most major food companies have refused to make changes, arguing that there is no evidence of any health problems resulting from GMOs despite decades of use.  These food companies also generally have refused labeling of GMOs in food, stating that it is costly and will give consumers a misconception that GMOs are harmful.  However, other companies have changes in the works.  Whole Foods Market plans to require all foods in its stores to indicate on the label if they contain GMOs.

According to Farm Aid, identifying GMO-free food can be a challenge.  A product that says it is “100 percent natural” may still have GMO products.  The seeds were genetically engineered, but the product was grown naturally.  While the evidence is still contentious, Natural News reports that there are studies that show consumption of GMO products over the lifetime increase tumor formation, organ damage, and premature death.  The move by Cheerios continues to take the position that GMOs are generally safe, but this is a business move to provide consumers with a desired product.