General Mills to eliminate rBST from Yoplait brand
February 09, 2009
by Keith Nunes
MINNEAPOLIS — General Mills, Inc. has set a goal of August 2009 for all of its Yoplait yogurts to be 100% free of recombinant bovine somatotropin (rBST).
Despite being approved and deemed safe by the Food and Drug Administration, U.S. Department of Agriculture and the National Institutes of Health, General Mills said it is changing its dairy sourcing strategy to provide consumers with the option to choose a yogurt from milk produced by cows not treated with the synthetic hormone.
"We estimate that more than 70% of our milk is already coming from cows that are not treated with rBST," said Becky O’Grady, vice-president of marketing for the Yoplait brand.
"While the safety of milk from cows treated with rBST is not an issue, our consumers were expressing a preference for milk from cows not treated with rBST — and we responded," she said.