General Mills Removes Artificial Dyes From All US Cereals
Lucky Charms and Trix now get their colors from fruit, vegetables and spices as the company follows industry-wide pressure to drop synthetic dyes.
General Mills said Wednesday it has removed artificial colors from all of its U.S. cereals, including Lucky Charms and Trix, switching instead to fruit- and vegetable-based dyes and colors derived from spices like turmeric and paprika.
The Minneapolis-based company said 90% of its U.S. retail products are now free of artificial dyes. Remaining items, such as some Betty Crocker cake mixes and Fruit Roll-Ups, are expected to transition to natural coloring by the end of 2027.
"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.
General Mills is the second major cereal maker to make the shift. WK Kellogg, which produces Froot Loops and Apple Jacks, said earlier this month it would remove artificial colors from all its U.S. cereals by the end of this year.
Health advocates have long pushed for the removal of artificial dyes, pointing to studies suggesting links to hyperactivity and attention problems in some children, though findings have been mixed. The FDA maintains approved dyes are safe for most children but acknowledges some may be sensitive. Last year the agency banned Red 3, a petroleum-based dye, after studies linked it to cancer in lab rats.
General Mills previously removed artificial dyes from Trix in 2015 but reinstated them two years later after customers said they missed the bright colors. Pressure has since intensified from both consumers and politicians. Health and Human Services Secretary Robert F. Kennedy Jr. has urged food companies to phase out petroleum-based dyes, and General Mills last year signed an agreement with Texas Attorney General Ken Paxton to eliminate synthetic dyes from all products by the end of 2027.
Retailers are adding to the pressure: Target said earlier this year it would stop selling cereals containing artificial colors by the end of May, and Walmart has said it will remove artificial colors from its store brands by January 2027.
This article was produced with the assistance of artificial intelligence (AI), in accordance with our editorial policy.
