As many consumers move along with the trend toward products made without additives, preservatives, or genetically modified organisms, the maker of Similac Advance says it’ll be selling a GMO-free version of the product by the end of the month.

Abbott says it’ll first offer the non-GMO in Similac Advance, followed after by a GMO-less version of Similac Sensitive. If those go well, more GMO-free formulas could follow, reports the New York Times. The company already makes a GMO-free formula, as its Similac Organic does not contain any genetically altered ingredients.

Though consumer demand for products without GMOs has been on the rise, advocates say there is nothing harmful in genetically altered ingredients.

But what the people want, the people get.

“We listen to moms and dads, and they’ve told us they want a non-G.M.O. option,” Chris Calamari, general manager of Abbott’s pediatric nutrition business told the NYT. “We want to make sure we meet the desires of parents.”

This will be the first mainstream formula offered without GMOs. Most versions on the market contain corn and soy derivatives, more than 90% of which are grown from genetically altered seeds, reports the NYT.

Though consumers have launched campaigns to urge baby formula makers to sell products without GMOs in the past, the company says the new product has nothing to do with that push. Instead, the company made that decision for itself by doing research.

“Over one-third of consumers say it would have appeal to them and give them peace of mind,” Calamari told the NYT.

Abbott joins a growing list of companies who’ve made shifts toward GMO-free products or those made without artificial flavors and preservatives, including Chipotle, Panera Bread and just today, Taco Bell and Pizza Hut.

Similac Advance Infant Formula to Be Offered G.M.O.-Free [New York Times]

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