WK Kellogg announced that it will remove artificial colors from its cereals by the end of the year. The company is ahead of schedule, as it announced in August of 2025 that it aimed to remove dyes by the end of 2027.
The company will switch to colors from natural sources such as fruit and vegetable juices, as well as other plant-based ingredients. WK Kellogg has invested in its manufacturing facilities in order to sustain the shift. To support its alignment with the Make America Healthy Again (MAHA) effort, WK Kellogg has already reformulated its products served in schools.
“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,” Doug VanDeVelde, Chief Growth Officer, WK Kellogg Co., said in a statement. “We conducted extensive consumer testing to make sure these recipes deliver the great taste consumers want while maintaining the original rainbow of colors – red, orange, yellow, green, purple and blue – that fans of Froot Loops and other colorful cereals have come to love. It wasn’t easy but we identified natural solutions for every color and we’re confident families will love the updated recipes and simplified ingredients without compromising on quality or taste.”
Last year, Texas Attorney General Ken Paxton announced that Kellogg’s entered into an agreement to remove dyes from its cereals. The agreement made the company the first to “officially sign a legally binding agreement confirming that it will remove food colorings,” Paxton’s office said at the time.
