General Mills announced Wednesday that it has eliminated artificial coloring from its entire U.S. cereal lineup, with plans to complete the transition by the end of 2027. The company said 90 percent of its U.S. retail portfolio has already switched to natural alternatives, and all of its cereals now contain no certified synthetic colors.
“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, president of Big C Cereal at General Mills, in a press release.
The company also said it will launch twice as many new products tailored to “different needs and preferences,” including options with higher protein and fiber, as well as foods made with ingredients consumers recognize and trust.
The announcement follows a similar move by WK Kellogg Co., which on Aug. 6 pledged to accelerate its own removal of artificial dyes. These corporate actions come amid growing regulatory scrutiny of synthetic food colorings.
More than a year ago, former Food and Drug Administration (FDA) Commissioner Martin Makary initiated a rulemaking to phase out petroleum-based dyes in U.S. food products. Makary linked these additives to ADHD, obesity, diabetes, insulin resistance, and cancer. Health Secretary Robert F. Kennedy Jr. echoed those concerns, calling the dyes “poisonous compounds” that endanger children’s health and development, citing limited evidence of potential risks.
In place of synthetic dyes, food manufacturers can use natural alternatives derived from beets, algae, crushed insects, and pigments from purple sweet potatoes, radishes, and red cabbage. Makary said the FDA would begin revoking authorization for Citrus Red 2 and Orange B, with further plans to remove Red Dye 40, Yellow No. 5, Yellow No. 6, Blue No. 1, Blue No. 2, and Green No. 3 from the market by the end of 2026.
General Mills’ Trix cereal previously contained three of the targeted dyes—Red Dye 40, Blue No. 1, and Yellow No. 6—before the company phased them out. Other food companies that have voluntarily shifted to naturally colored products include PepsiCo, ConAgra, McCormick, J.M. Smucker, Hershey, and Kraft Heinz.
The broader push to remove artificial dyes has become a policy flashpoint, with political figures weighing in on food safety regulations. The FDA’s actions are part of a larger debate over federal oversight of food additives, a topic that could influence other regulatory battles in the coming months.
As the 2026 deadline approaches, more companies are expected to follow suit, reshaping the breakfast aisle and the broader food industry.
