Business & Finance
General Mills removes artificial colors from all U.S. cereals
The company has transitioned brands like Lucky Charms and Trix to fruit-, vegetable-, and spice-based dyes amid growing pressure.
The short version
- General Mills announced it has eliminated artificial colors from all its U.S. cereals, utilizing natural alternatives like spices and fruit- or vegetable-based dyes.
- The policy change comes amid pressure from consumer health advocates, retailers, and political figures, including Health Secretary Robert F. Kennedy Jr. and Texas Attorney General Ken Paxton.
- The remaining 10% of General Mills' U.S. retail products that still contain synthetic colors are scheduled to complete a transition to natural dyes by the end of 2027.
Key facts
- General Mills has transitioned its entire U.S. cereal lineup, including Lucky Charms and Trix, to natural color alternatives derived from fruits, vegetables, and spices like turmeric and paprika.[Associated Press · ABC News]
- Currently, 90% of General Mills' U.S. retail products are free of artificial dyes, with remaining products like Betty Crocker cake mixes and Fruit Roll-Ups slated to convert by the end of 2027.[Associated Press · ABC News]
- The company previously removed artificial dyes from Trix in 2015, but reintroduced them in 2017 after customers complained about the change in brightness.[Associated Press · ABC News]
- Major retailers are also restricting synthetic dyes; Target announced it would stop selling cereals with artificial colors by the end of May, while Walmart plan to remove them from store brands by January 2027.[Associated Press · ABC News]
- Last summer, General Mills signed an agreement with Texas Attorney General Ken Paxton committing to remove synthetic dyes from all of its products by the end of 2027.[Associated Press · ABC News]
- Another major cereal manufacturer, WK Kellogg, announced earlier this month that it will remove artificial colors from all its U.S. cereals by the end of this year.[Associated Press · ABC News]
What remains uncertain
- Health advocates cite studies linking artificial dyes to neurobehavioral issues like hyperactivity in children, but the FDA maintains that approved dyes are safe for most children, although some individuals may exhibit sensitivity.[Associated Press · ABC News]