General Mills has announced the removal of artificial colours from all its US cereals, transitioning to natural plant-based dyes and spices amid growing health concerns and retail pressure, marking a significant shift in mainstream food reformulation.
General Mills said on Wednesday that it has removed artificial colours from every one of its US cereals, including Lucky Charms and Trix, in the latest sign that one of the food industry’s most visible changes is moving from niche reformulation to the mainstream.
The Minneapolis-based company said it has replaced synthetic dyes with colours made from fruit and vegetables, along with pigments derived from spices such as turmeric and paprika. Bethany Quam, General Mills’ president of cereal, said in a statement that “This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value,” according to the Boston Globe.
The move comes amid years of pressure from health campaigners, politicians and major retailers. Advocates have argued that artificial dyes may contribute to hyperactivity and attention problems in some children, although the evidence has been mixed. The US Food and Drug Administration says approved colour additives are safe for most children, but acknowledges that some may be sensitive to them. Last year, the agency banned Red 3, a petroleum-based dye, after studies raised concerns it caused cancer in laboratory rats.
General Mills is now the second major cereal maker to make a public commitment to natural dyes. WK Kellogg said earlier this month that it would remove artificial colours from all its US cereals by the end of this year. According to General Mills, about 90% of its US retail products are now free of artificial dyes, with the remaining items, including some Betty Crocker cake mixes and Fruit Roll-Ups, set to be reformulated by the end of 2027. The company had previously removed artificial dyes from Trix in 2015 before bringing them back two years later after customers said they missed the brighter colours.
The shift also reflects growing commercial pressure. General Mills signed an agreement last summer with Texas Attorney General Ken Paxton to remove synthetic dyes from all its products by the end of 2027. Retailers are moving as well: Target has said it will stop selling cereals with artificial colours, and Walmart has said it will phase them out of its store brands by January 2027.
Disclaimer: This content is for informational purposes only and is not intended to be a substitute for professional medical judgment, advice, diagnosis, or treatment.
