A cereal brand under General Mills, known for marshmallow shapes and Leprechaun mascot.
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.