Company also drops BHT preservative from remaining cereals
WK Kellogg Co. said Thursday it will eliminate artificial colors from its entire cereal lineup by the end of this year, accelerating a plan the Battle Creek, Michigan-based company laid out in August 2025, when it targeted the end of 2027 for the transition.
The company said it identified fruit- and vegetable-based juices capable of replicating the vivid hues of cereals including Froot Loops and Apple Jacks. WK Kellogg also invested in equipment to support the shift from synthetic to natural colorants.
In addition to the color changeover, the company said it is removing BHT — an artificial preservative still used in a small number of its cereals — from those remaining products.
“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,” VanDeVelde, the company’s chief growth officer, said in a statement.