Jaunting Jesters
September 4, 1998

Selena Chester Writes to General Mills

Dear Sir or Madam:

I'm almost embarrassed to admit it, but I'm a thirty-something fan of your marvelous cereal, Lucky Charms. I know that I should eat fiber, and I've tried to alternate Charms with more "adult" cereals, like Raisin Bran. But then I always stop and ask myself why I'm punishing myself when I'd really rather have a bowl of magically delicious refreshment. (After all, Charms are fortified with vitamins!)

I've recently begun investing and I'm thinking of buying maybe 37 shares of General Mills stock. I figure why not invest in a company I'm pretty familiar with and like a lot?

I do have a question for you, though, and one that's been troubling me in recent years. I figure that the average kid might eat Lucky Charms for up to 10 years or so -- perhaps from age 7 to 16. But I've been downing big bowls of red balloons, horseshoes, shooting stars, and pots of gold for more than 10 years already, and I'd like to continue for decades to come. So, my question is: Should I be concerned about the amount of red dye that I'm ingesting over this very long period? Is it a health hazard?

I'd appreciate a reply as soon as possible, as worrying about this occasionally interferes with my enjoyment of Lucky Charms. (Fortunately, I manage to not think about it too often).

Sincerely yours,

Selena Chester

General Mills Writes Back

Dear Ms. Chester:

Thank you for contacting us about the use of artificial flavors and colors in our products.

When natural flavorings are in short supply, artificial flavorings are used. They maintain a stable flavor level during processing and storage of the product.

Most people would agree that food tastes better if its appearance is pleasing. Because processing or high temperature cooking tends to destroy natural colors, natural or artificial color is added. We are researching ways to reduce artificial coloring and still produce an attractive product.

We understand and respect your concern and desire to provide good, wholesome food for your family. I want to reassure you that this food coloring is completely harmless to your family's health.

At General Mills, customer feedback is critical to our success. It's through communications like yours that we become aware of consumer concerns and preferences.

I appreciate the opportunity to share this information with you and hope you'll continue to use and enjoy our products.

Sincerely,

Casey XXXXX