For related articles and more information, please visit OCA’s Genetic Engineering page and our Millions Against Monsanto page.

Many big brands are ”
playing a waiting game” right now to see whether moves by General Mills and Post Foods to axe GMOs from iconic brands (Cheerios and Grape Nuts) will have a domino effect, say analysts at Euromonitor International. 

Speaking to FoodNavigator-USA after Post Foods said it had reformulated Original Grape Nuts to Remove GMOs (and in the process removed vitamins A, D, Riboflavin, and B12), Euromonitor research analyst Mathew Hudak said: “I think a lot of big brands are playing a waiting game.

“They have said that there is not a safety issue with GMOs, but I think they will follow the money.

“If non-GMO Cheerios do better, then others will follow. And changing now will also mean that they are ahead of the game if legislation follows, as transitioning the supply chain takes many years.”

They have said that there is not a safety issue with GMOs, but I think they will follow the money

Whether removing GMOs from orginal Cheerios has made them safer or more sustainable is not the issue, said Hudak.
“In the end they are appealing to a certain consumer, and whether GMOs are safer doesn’t matter. If the tide is seen to be turning against GMO’s, they want to be ahead of the issue.”

Senior research analyst Virginia Lee said all eyes are now on Kellogg – which is not returning calls on this issue.