American cereal brand under WK Kellogg Co and Kellanova
Kellogg has identified fruit- and vegetable-based juices to color cereals such as Froot Loops and Apple Jacks and is investing in equipment to switch to natural colors. The company is also phasing out BHT, an artificial preservative, from the cereals that still contain it. Retailers are aligning policies too, with Target and Walmart pushing to remove synthetic colors from store brands.
General Mills has shifted to natural colorings derived from fruits, vegetables and spices in most U.S. cereals. About 90% of U.S. retail products are now free of artificial dyes, with remaining items set to convert by end-2027. Kellogg has followed suit, and other major brands have pledged to remove synthetic dyes amid regulatory and consumer pressure.