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.