Kellogg to Remove Artificial Dyes From Cereals by Year-End

WK Kellogg announced Thursday that it will remove artificial colors from all of its cereals by the end of 2024, a year ahead of its previously stated schedule. The company also plans to eliminate BHT, an artificial preservative, from the small number of cereals that still contain it.

In a statement, Kellogg's Chief Growth Officer Doug VanDeVelde said the company is "proud to meet those expectations even sooner than planned" as consumers increasingly seek foods made with simple, recognizable ingredients. The Battle Creek, Michigan-based company has identified fruit- and vegetable-based juices that will provide the distinctive colors for cereals such as Froot Loops and Apple Jacks. Kellogg has also invested in new equipment to support the transition to natural colors.

Kellogg had previously committed to removing synthetic dyes from its cereals by the end of 2027. This accelerated timeline follows years of pressure from consumers and advocacy groups. In August, Kellogg agreed with Texas Attorney General Ken Paxton to permanently remove artificial dyes from its cereals by the end of 2027. Earlier this year, retailers also began to implement their own deadlines, with Target announcing it would stop selling cereals containing artificial colors by the end of May, and Walmart stating it would remove them from its store brands by January 2027.

In 2024, dozens of people rallied outside Kellogg's headquarters, delivering petitions with 400,000 signatures urging the company to remove artificial dyes and BHT. The pressure has also been amplified by public figures, including Robert F. Kennedy Jr., who has encouraged food companies to phase out petroleum-based artificial dyes. Kellogg has already removed artificial ingredients from its cereals sold in other countries, including Canada.