|CC photo of Cheerios breakfast cereal by Live4Soccer (L4S) on Flickr|
For a company which has spent almost $2 million to keep GMO labels off its products, the initiative seems contradictory. By its own admission, it took a year and “required significant (but unspecified) investment”, and was only possible because Original Cheerios contain very small proportions of sugar and corn-starch (both derived largely from GMOs in America). The other eleven varieties of Cheerios would be “difficult if not impossible” to produce without GM ingredients (General Mills spokesman).
The underlying motive or motives for the move aren't straightforward, and a stream of theories has emerged.