General Mills announced Wednesday that it has removed all artificial colors from its U.S. cereal portfolio, a move affecting popular brands such as Lucky Charms and Trix. The Minneapolis-based company has transitioned to using dyes derived from fruits, vegetables, and spices, including turmeric and paprika, to achieve the cereals' signature bright hues.
This change aligns with evolving consumer preferences, according to Bethany Quam, president of General Mills' cereal division. "This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value," Quam said in a statement. Currently, 90% of General Mills' U.S. retail products are free of artificial dyes. The company plans to transition remaining products, such as some Betty Crocker cake mixes and Fruit Roll-Ups, to natural dyes by the end of 2027.
General Mills is not the only major cereal manufacturer making this shift. WK Kellogg, producer of Froot Loops and Apple Jacks, stated earlier this month that it will eliminate artificial colors from its U.S. cereals by the end of this year.
Health advocates have long campaigned for the removal of artificial dyes, citing research that suggests potential links to neurobehavioral issues, including hyperactivity, in children. However, study findings on this matter have been mixed. The U.S. Food and Drug Administration maintains that approved dyes are safe for most children but acknowledges that some may exhibit sensitivity.
In recent years, General Mills faced renewed pressure to remove artificial dyes. The company had previously removed them from Trix in 2015 but reintroduced them two years later after consumer demand for the cereal's vibrant colors. Pressure from consumers and politicians has mounted since then. In the summer of 2023, General Mills agreed to remove synthetic dyes from all its products by the end of 2027, following an agreement with Texas Attorney General Ken Paxton.
Retailers have also played a role in driving this change. Target announced earlier this year that it would cease selling cereals containing artificial colors by the end of May. Walmart has committed to removing artificial colors from its own store brands by January 2027.