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The company said it is also removing BHT, an artificial preservative, from the small number of cereals that still contain it
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WK Kellogg says it will eliminate artificial colors from all its cereals by the close of this year, a full year ahead of its previously stated schedule.
The company had initially committed last August to removing synthetic dyes from its products by the end of 2027.
The Battle Creek, Michigan-based food giant said it has successfully identified fruit- and vegetable-based juices capable of providing the vibrant hues for popular cereals such as Froot Loops and Apple Jacks.
This transition is supported by new investments in equipment designed to facilitate the shift to natural colorings. Additionally, Kellogg is phasing out BHT, an artificial preservative, from the limited number of cereals that still contain it.
Doug VanDeVelde, Kellogg’s Chief Growth Officer, stated, "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."
The company has faced sustained pressure for years to remove artificial ingredients, a change it has already implemented in markets like Canada. In 2024, a significant demonstration outside Kellogg's headquarters saw dozens rally and deliver petitions bearing 400,000 signatures, demanding the removal of artificial dyes and BHT.
This consumer advocacy has been amplified by figures such as Robert F. Kennedy Jr., who served as health secretary under President Donald Trump and has consistently urged food companies to phase out petroleum-based artificial dyes.
Last August, Kellogg also entered an agreement with Texas Attorney General Ken Paxton, pledging to "permanently remove toxic dyes" from its cereals by the end of 2027. Retailers are also driving change, with Target announcing earlier this year it would cease selling cereals containing artificial colors by the end of May, and Walmart committing to remove artificial colors from its store brands by January 2027.
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