Can GMO-Free Cheerios Fix Cereal's Soggy Sales?

Original Cheerios breakfast cereal in the U.S. will no longer contain genetically modified ingredients, in a change by General Mills’ that not only adds a hefty new competitor to one of the country’s bestselling brands, but the cereal market is shrinking. In the year ended Nov. 3, dollar sales of cereal had dropped 2.5 percent from the previous year, and sales of Cheerios sagged about 7 percent, according to data from market research firm IRI.

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