General Mills has removed artificial colors from all of its U.S. cereals, including popular brands such as Lucky Charms and Trix, as the company responds to growing consumer demand for cleaner ingredient labels.
Shift Toward Natural Colors
The company has replaced synthetic dyes with colors derived from fruits, vegetables, and spices such as turmeric and paprika. General Mills said the change reflects evolving consumer preferences while maintaining the taste, quality, and value of its products.
Bethany Quam, president of General Mills’ cereal division, said the transition represents the company’s effort to continue adapting its food offerings to changing consumer expectations.
General Mills reported that 90% of its U.S. retail products are now free of artificial dyes. Remaining products containing synthetic colors, including some Betty Crocker cake mixes and Fruit Roll-Ups, are expected to transition to natural alternatives by the end of 2027.
Cereal Industry Moves Away From Artificial Colors
General Mills is the second major cereal manufacturer to announce a full transition away from artificial dyes. WK Kellogg, the maker of cereals including Froot Loops and Apple Jacks, previously announced plans to remove artificial colors from all U.S. cereals by the end of the year.
The move comes as food companies face increasing pressure from consumers, health advocates, retailers, and government officials to reduce the use of synthetic ingredients.
Growing Debate Over Artificial Dyes
Health advocates have raised concerns about artificial food dyes, citing studies that suggest possible links to behavioral issues, including hyperactivity and attention problems in some children. However, research findings have been mixed.
The U.S. Food and Drug Administration maintains that approved food dyes are safe for most consumers but acknowledges that some children may be sensitive to artificial colors. The agency previously banned Red 3, a petroleum-based dye, after studies showed potential cancer risks in laboratory animals.
Consumer and Political Pressure Drives Change
General Mills previously removed artificial dyes from Trix in 2015 but later brought them back after customers said they preferred the cereal’s traditional bright colors.
Since then, pressure to remove synthetic dyes has increased. Health Secretary Robert F. Kennedy Jr. has encouraged food companies to eliminate petroleum-based artificial colors, while General Mills also reached an agreement with Texas Attorney General Ken Paxton to remove synthetic dyes from its products by the end of 2027.
Retailers Push for Cleaner Ingredients
Major retailers are also influencing the shift. Target announced plans to stop selling cereals containing artificial colors, while Walmart has committed to removing artificial dyes from its store-brand products by January 2027.
The growing industry-wide transition reflects broader changes in consumer expectations around food ingredients, transparency, and healthier product choices.
