Key facts
- Kellogg will remove artificial colors from all its cereals by the end of 2024.
- The company will also remove the artificial preservative BHT from its cereals.
- Kellogg previously committed to removing synthetic dyes by the end of 2027.
- The accelerated change is driven by consumer demand for recognizable ingredients.
- Investments in new equipment have enabled the company to meet the deadline sooner.
WK Kellogg announced on Thursday that it will eliminate artificial colors from all of its cereal products by the close of 2024. This decision accelerates the company's previous commitment, made in August of the prior year, to remove synthetic dyes by the end of 2027.
The company stated that it has identified natural colorants derived from fruits and vegetables to maintain the distinctive hues of cereals such as Froot Loops and Apple Jacks. Additionally, Kellogg has invested in new equipment to facilitate the transition to natural coloring agents. The company also confirmed it is removing BHT, an artificial preservative, from the limited number of cereals that still contain it.
"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," said Kellogg’s Chief Growth Officer Doug VanDeVelde in a statement.
Kellogg has faced sustained pressure from consumers and advocacy groups for years to remove artificial ingredients from its cereals. Similar changes have already been implemented in other countries, including Canada. In 2024, protests outside Kellogg's headquarters, accompanied by petitions bearing 400,000 signatures, urged the company to eliminate artificial dyes and BHT.
This pressure has intensified under the current administration, with Health Secretary Robert F. Kennedy Jr. advocating for food companies to discontinue the use of petroleum-based artificial dyes. Last August, Kellogg entered into an agreement with Texas Attorney General Ken Paxton, committing to the permanent removal of "toxic dyes" from its cereals by the end of 2027.
Retailers are also influencing these industry changes. Earlier in 2024, Target announced its intention to cease selling cereals containing artificial colors by the end of May. Walmart has also indicated it will remove artificial colors from its private-label brands by January 2027.