US food company General Mills has announced that it has improved the nutritional profile of 68% of its US retail sales volume since 2005.
The company noted that in 2012, it has improved nearly 16% of its US retail sales volume. Improvements include adding whole grains, fiber and calcium, and reducing calories, sugar, sodium and trans fat.
General Mills began the program to track and quantify health improvements in 2005.
General Mills Global Strategy, Growth and Marketing Innovation executive vice president Marc Belton sad that health improvements have increasingly become a primary driver of the company's innovation.
"We know that people expect great taste from our products, so we are careful to balance strong health benefits and health improvements with great taste," Belton added.
General Mills said that the company's health advancements in fiscal 2012 include increasing whole grain and reducing sodium. Other fiscal 2012 improvements include increased fiber, reduced sugar, and reduced fat.