Froot Loops is a bright, fruit-flavored breakfast cereal produced by WK Kellogg Co for North America and Kellanova elsewhere. It’s moving to natural colors ahead of schedule, with artificial colors slated for removal by year’s end.
Kellogg has identified fruit- and vegetable-based juices to color cereals like Froot Loops and Apple Jacks and is investing in equipment to switch to natural colorings, a year earlier than planned. The company is also phasing out BHT from cereals that still contain it, following years of pressure from consumers and policymakers. Retailers are pushing for change as well, with Target and Walmart aligning store policies with the shift.