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Artificial colors (Yellow 40, Red 10, etc) and flavors are classified as safe product by the FDA. However, research studies are starting to look closely at the link between artificial colors, flavors, preservatives and a range of attention and behavior disorders in children, ranging from temper tantrums to ADHD and hyperactivity as well as allergies, asthma and migraines.
By avoiding artificial colors and flavors all together or significantly reducing your consumption, you may notice health or behavior improvements.
There is a boom in healthy, organic/all-natural cereals, and the choice is beginning to expand in traditional supermarkets. Remember to check the ingredients for hidden artificial ingredients. If you enjoy cooking, you can make your own healthy cereal!