The cereal giant is replacing synthetic dyes with fruit and vegetable-based colours.
WK Kellogg is ditching artificial colours from its cereals earlier than promised, meaning some of the company’s most recognisable breakfast brands are getting a major makeover.
The cereal giant announced Thursday that it will remove synthetic dyes from all of its cereals by the end of this year, one year ahead of its original timeline.
The change will affect colourful favourites including Froot Loops and Apple Jacks, with Kellogg replacing artificial colours with alternatives made from fruit and vegetable juices.
The company said it has invested in new equipment to help transition its production process to natural colour sources.
Kellogg will also remove BHT (butylated hydroxytoluene), an artificial preservative, from the small number of cereals that still contain the ingredient.
“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,” Kellogg Chief Growth Officer Doug VanDeVelde said.
The move follows years of pressure from consumers, advocacy groups and lawmakers demanding food companies remove artificial ingredients from popular products.
Kellogg has already made similar changes in markets including Canada, where its cereals have been sold without certain artificial ingredients.
The push has gained momentum across the US, with health officials and retailers increasingly targeting synthetic food dyes.
Retailers are also applying pressure. Target announced it would stop selling cereals containing artificial colours by the end of May, while Walmart has committed to removing artificial colours from its store-brand products by January 2027.
For generations of cereal lovers, the bright colours of Froot Loops and other breakfast staples have been part of the appeal.
Now, Kellogg is betting that a more natural recipe can keep those nostalgic bowls looking just as colourful, without the synthetic ingredients.
