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General Mills nixing artificial rabbit, wants a real bunny for Trix boxes


General Mills is on the hunt to find a real, non-cartoon Trix rabbit.

The Golden Valley-based cereal maker is removing artificial flavors and colors from its products – and to celebrate, it's searching for a rabbit also without artificial colors (so not a cartoon) to be the face of Trix cereal.

The cartoon Trix rabbit, which hopped onto boxes in 1958, isn't going away, General Mills insists. The #RealTrixRabbit campaign is meant to celebrate the energetic, cereal-loving bunny by putting real rabbits on limited-run boxes of Trix cereal.

"This contest is a great way to celebrate the Trix Rabbit, and the milestone that by January 2016, Trix and 75 percent of our Big G cereals will be free of artificial flavors and colors from artificial sources," Steve Bruch, associate marketing manager, said on the Taste of General Mills blog.

People can submit photos and videos of their rabbits – or other pets dressed as rabbits – to, and then the Trix team will select the finalist based on on a few things:

“One is creativity. We also are looking for a good representation of the Trix Rabbit and the brand itself. Last, we want a bunny or a pet with bunny ears, whatever it might be, to really look cute and fun,” Bruch says.

The search for the cutest, most creative Trix rabbit began Tuesday and will run through Nov. 8.

Here's a look at some of the rabbits that are ready for their close-up:

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