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Demand for products that don’t contain genetically modified organisms, or GMOs, is exploding.

Many food companies are seeking certification that their products don’t have any genetically modified ingredients, and not just the brands popular in the health food aisle. Even plain Cheerios, that iconic cereal from General Mills, no longer contains GMOs.

“We currently are at over $8.5 billion in annual sales of verified products,” said Megan Westgate, executive director of the Non-GMO Project, the main supplier of non-GMO labels.

To receive the label, a product has to be certified as containing ingredients with less than 1 percent genetic modification. Westgate says that’s a realistic standard, while totally GMO-free is not. She says natural foods stores began the process of defining a standard, involving other interested players along the way, including consumers. Now, General Mills is just one of the big food companies selling non-GMO products.

Sales of food labeled as “Non-GMO” ballooned to over $3 billion in 2013, according to the Wall Street Journal.

“Interestingly, with all of this traction in the natural sector,” Westgate said, “we’re increasingly seeing more conventional companies coming on board and having their products verified.”