Kellogg to Remove Artificial Dyes from Cereals by Year-End

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

Last August, Kellogg had committed to removing synthetic dyes from its cereal products by the end of 2027. However, the company stated that it has now identified natural alternatives, such as fruit and vegetable juices, to achieve the distinctive colors in cereals like Froot Loops and Apple Jacks.

The Battle Creek, Michigan-based company has also invested in new equipment to facilitate the transition to natural coloring agents. WK Kellogg’s Chief Growth Officer Doug VanDeVelde stated in a press release, “More and more consumers are looking for foods made with simple, recognizable ingredients and we are proud to meet those expectations even sooner than planned.”

The decision reflects a growing consumer demand for products with simpler, more recognizable ingredients.