Kellogg's announced Thursday it will remove artificial colors from all its cereals by the end of 2024, a year earlier than previously committed. The company also stated it is removing BHT, an artificial preservative, from the cereals that still contain it.
This accelerated timeline follows years of pressure from consumers, activists, and retailers. In August, Kellogg's had stated its intention to remove synthetic dyes by the end of 2027. However, the company has now identified fruit- and vegetable-based juices that will provide cereals like Froot Loops and Apple Jacks with their signature colors. Kellogg's has also invested in new equipment to facilitate the transition to natural coloring agents.
"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," said Doug VanDeVelde, Kellogg's Chief Growth Officer, in a statement.
The move has been celebrated by the White House Rapid Response team, who framed it as a victory for the 'Make America Healthy Again' (MAHA) movement. This social movement has been advocating for the removal of artificial dyes from food products.
In 2024, dozens of individuals rallied outside Kellogg's headquarters, presenting petitions with 400,000 signatures urging the company to eliminate artificial dyes and BHT. Last August, Kellogg's also reached an agreement with Texas Attorney General Ken Paxton to permanently remove toxic dyes from its cereals by the end of 2027.
Retailers have also played a role in the push for reform. 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 store brands by January 2027.
Artificial colors, used for decades in the American food supply to create appealing hues, have faced increased scrutiny due to concerns about potential health effects. Studies have suggested links to hyperactivity, cancer, and other ailments. European countries have implemented bans or restrictions on these dyes, requiring warning labels. However, U.S. regulators have generally stated that there is insufficient evidence to link these dyes to health issues.
The U.S. Food and Drug Administration (FDA) has recently taken action regarding specific artificial colors. In July of last year, the agency ordered the removal of Red 3 from foods sold in the U.S. by 2027 and from medications by 2028, citing cancer concerns. The FDA also banned brominated vegetable oil in August 2024 due to potential risks to the nervous system and skin irritation, giving companies one year to reformulate affected products.
Several states are also pursuing legislation to ban certain artificial colorings. California and West Virginia have passed laws to ban some artificial food colorings, and at least 30 other states are considering similar measures. Concerns have also been raised regarding other dyes, such as Red 40, Yellow 5, Yellow 6, and Blue 1, with potential links to hyperactivity, DNA damage, and increased tumor risk in animal studies. Alternative natural colorants derived from fruits and vegetables are available and are being used in various products globally.