General Mills announced that it has removed dyes from its cereals.
“As the leader in cereal, General Mills is focused on giving people what they are looking for from the brands they know and love,” said Bethany Quam, the President of Big G Cereal at General Mills. “This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value.”
The company also plans on launching “more than twice as many new products that align with evolving consumer nutrition preferences as it did just two years ago – including more protein and fiber options, along with even more new foods featuring familiar ingredients that consumers recognize and trust,” the company said. General Mills said last year that many of the products in K-12 schools are currently made without colors, and explained that nearly 85% of its U.S. retail portfolio at the time was made without certified colors.
WK Kellogg similarly announced that it would 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.
