General Mills has set a time frame to shift to cage-free eggs by 2025. What's more, the company promises parents to produce healthier cereals for children.
General Mills, a Minnesota-based company who makes products such as Betty Crocker, Progresso soups, Pillsbury, Cheerios cereals and Yoplait yogurt initially made public in July its plans to switch to cage-free eggs.
Last Tuesday, Nov. 24, ABC News reported General Mills updated its policy on animal welfare and established the 10-year deadline.
The move by the packaged food company coincides with the time when the food industry is being pressured by some groups including the Humane Society of the United States, Mercy for Animals and World Animal Protection to embrace animal welfare practices.
Senior food policy director for the Humane Society of the United States, Josh Balk, said, "General Mills is further demonstrating that confining hens in cages has no place within our food system. We applaud the company for its great work," as per Reuters.
General Mills competitor Kellog Co. also made an announcement in October that by 2025 it will acquire 100 percent cage-free eggs. Fast-food companies including Mcdonald's and rival Burger King have both jumped on the cage-free eggs movement.
In other news, General Mills announced last summer that it would start taking out artificial colors and flavors from its cereal products. The move was called "a big commitment for Big G cereal" and was the latest step undertaken by the company to cater to the growing concerns of the consumers, especially parents about the health perils from foods that contain coloring and flavor elements not derived naturally as well as genetically modified.
Furthermore, a new digital campaign animated by production studio Buck and General Mills' agency of record, McCann called, "Parent Promises" was released recently.
Steve Bruch, associate marketing manager of General Mills' cereal lineup said the campaign ad has something "really special" especially the handwriting shown in the video.
"Like a handwritten note, it is more personal. The calligraphy and art also convey an array of emotions highlighting the humor, challenges and unconditional love that every parent experiences in everyday moments with their children."
According to Adweek, what the maker of Cheerios, America's number one cereal wanted to convey to parents was that they comprehend and share the care and concerns that moms and dads invest in the welfare of their kids and the matter extends beyond breakfast cereals.
General Mills shows no sign of stopping its campaign to produce "all natural" food products and allay consumer's fears about nutritional quality and safety.