Lucky Charms and Trix go au naturel as General Mills ditches artificial colors

General Mills has announced it has removed artificial colors from all its U.S. cereals, including popular brands Lucky Charms and Trix. The company has shifted to using fruit- and vegetable-based dyes, as well as colors derived from spices like turmeric and paprika, to achieve the desired bright colors in its cereals. Bethany Quam, General Mills’ president of cereal, stated that this change reflects the company's evolution in response to consumer needs while maintaining the quality and value of its products.

The transition to natural dyes is expected to be completed by the end of 2027 for the remaining products that still contain artificial colors. Health advocates have long called for the removal of artificial dyes from foods, citing potential neurobehavioral problems in some children, though the evidence remains mixed. The U.S. Food and Drug Administration maintains that approved dyes are safe, but some children may be sensitive to them.

General Mills joins the ranks of other major cereal makers, such as Kellogg, in making the switch to natural dyes.

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