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

General Mills has made a significant change to its U.S. cereal lineup by removing artificial colors from all its products, including beloved classics like Lucky Charms and Trix. The company has opted for more natural alternatives, such as fruit- and vegetable-based dyes and spices like turmeric and paprika, to achieve the vibrant colors consumers expect.

Bethany Quam, General Mills' president of cereal, emphasized that this move aligns with evolving consumer preferences while maintaining the high quality and value of their offerings. Currently, 90% of the company's U.S. retail products are dye-free. However, some products like certain Betty Crocker cake mixes and Fruit Roll-Ups will eventually transition to natural dyes by the end of 2027.

This shift makes General Mills the second major cereal brand to adopt this natural dye approach, following Kellogg's recent announcement to remove artificial colors from all its U.S. cereals by year-end. Health advocates have long pushed for the elimination of artificial dyes, citing potential links to neurobehavioral issues in children, though research results have been inconclusive.

The U.S. Food and Drug Administration maintains that approved dyes are safe, but acknowledges that some children may experience sensitivities. Despite this, Red 3, a petroleum-based dye, was banned by the FDA in 2023 due to animal studies linking it to cancer. General Mills had previously (2013) phased out artificial dyes from Trix but reintroduced them two years later to meet consumer demand for brighter colors.