General Mills removes artificial colors from all U.S. cereals

WK Kellogg announced similar transition earlier this month

WK Kellogg, maker of Froot Loops and Apple Jacks, said earlier this month it will remove artificial colors from all its U.S. cereals by the end of this year, making General Mills the second major U.S. cereal maker to commit to removing artificial colors this month.

The Minneapolis-based company replaced synthetic dyes across its U.S. cereal lineup — including Lucky Charms and Trix — with fruit- and vegetable-based alternatives and colors derived from spices such as turmeric and paprika to give cereals their customary bright colors.

“This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value,” said Bethany Quam, General Mills’ president of cereal, in a statement.

General Mills said 90% of its U.S. retail products are now free of artificial dyes.

Products that still contain artificial colors — including some Betty Crocker cake mixes and Fruit Roll-Ups — will transition to natural dyes by the end of 2027, the company said.