Kellogg says it’s removing artificial dyes from cereals by the end of this year

Kellogg, the cereal manufacturer, announced on Thursday that it will eliminate artificial colors from all its cereals by the end of this year, a move that is ahead of the originally scheduled timeline of December 2027. The company revealed the plan last August, but it has now shared additional details. Kellogg stated that it has discovered fruit- and vegetable-based juices that will maintain the visually appealing colors of cereals such as Froot Loops and Apple Jacks.

Moreover, the company has invested in equipment to facilitate the transition to natural colorants. Apart from artificial dyes, Kellogg also plans to eliminate BHT, an artificial preservative, from its cereals. Doug VanDeVelde, Kellogg's Chief Growth Officer, expressed the company's pride in meeting consumer demands for simple and recognizable ingredients.

The decision to remove artificial ingredients comes amid growing consumer pressure. Last year, numerous protesters gathered outside Kellogg's headquarters, presenting petitions with over 400,000 signatures demanding the removal of artificial dyes and BHT. This pressure intensified under the influence of Robert F. Kennedy Jr., who has been advocating for food companies to phase out petroleum-based artificial dyes.

In August of the previous year, Kellogg signed an agreement with Texas Attorney General Ken Paxton, committing to remove toxic dyes from its cereals permanently by the end of 2027. Retailers are also contributing to these efforts. Target recently announced that it would stop selling cereals containing artificial colors by the end of May this year, while Walmart committed to removing artificial colors from its store brands by January 2027.