WK Kellogg will remove all artificial colors from its cereal products by the end of 2025.
WK Kellogg announced that it will remove all artificial colors from its cereal products by the end of this year, moving the deadline forward from its original 2027 target. The Battle Creek, Michigan-based company has identified fruit- and vegetable-based juices to replace synthetic dyes in popular cereals like Froot Loops and Apple Jacks. To facilitate this transition, the company has invested in new equipment and is also removing BHT, an artificial preservative, from the remaining cereals that contain it. Doug VanDeVelde, the Chief Growth Officer at WK Kellogg, stated that the move meets growing consumer demand for simple, recognizable ingredients. The decision follows years of pressure from consumers and retailers. The administration, under President Trump, has seen Health Secretary Robert F. Kennedy Jr. urge food companies to phase out petroleum-based dyes. Additionally, Kellogg has previously signed an agreement with Texas Attorney General Ken Paxton to remove toxic dyes by 2027. Major retailers like Target and Walmart are also pushing for more natural ingredients in their store brands.