A colorful, global breakfast cereal from Kellogg, now in transition
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 fruit- and vegetable-based dyes and natural colorings across most U.S. cereals, with 90% of products now free of artificial dyes. Remaining items will switch by end-2027, following Kellogg’s lead. Regulators and health advocates have pushed for reforms amid mixed evidence on health effects.