WK Kellogg Co will eliminate artificial colors from all its cereals by the end of 2024, according to reports. The company, based in Battle Creek, Michigan, US, has identified fruit- and vegetable-based juices to provide color for cereals including Froot Loops and Apple Jacks.
This move accelerates a previous commitment made in August to remove synthetic dyes from products by the end of 2027. That commitment followed an agreement reached last August with Texas Attorney General Ken Paxton to permanently remove toxic dyes from cereals by the end of 2027.
The company is currently phasing out BHT, an artificial preservative, from the limited number of cereals that still contain it. To support the transition to natural colorings, WK Kellogg Co is making new investments in equipment.
Retailer and regulatory pressures
The shift follows pressure from various entities and retailers. Earlier this year, Target announced 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. Additionally, Robert F. Kennedy Jr. has urged food companies to phase out petroleum-based artificial dyes.
In 2024, a demonstration outside Kellogg's headquarters involved dozens of people delivering petitions with 400,000 signatures demanding the removal of artificial dyes and BHT. Kellogg has already implemented the removal of artificial ingredients in markets such as Canada.
