Kellogg to drop artificial dyes by the end of 2027

In a significant move toward cleaner eating, WK Kellogg Co., the company behind iconic breakfast brands like Froot Loops and Frosted Flakes, has committed to removing all artificial dyes from its cereals by the end of 2027.

This decision was spurred by increasing pressure from consumers and regulatory bodies. It also marks a major shift for a company known for its brightly colored, kid-friendly products.

The change is being implemented gradually. The first steps being the reformulation of cereals for schools by the 2026-27 school year. There will also be a halt on new products with FD&C (Food, Drug, Cosmetic Act) dyes beginning in January 2026.

This commitment is a response to a growing public concern about the potential health effects of synthetic food colorings.

The Health Debate Over Artificial Dyes

For years, a debate has swirled around artificial food dyes. While the FDA maintains that the approved dyes are safe for most people, advocacy groups and some studies have raised concerns.

Texas Attorney General Ken Paxton said on August 13 that the deal is the first of its kind in the U.S. with a major food company. Paxton called it a “historic legal agreement.”

“Following months of investigating and negotiating, I’m proud to officially say Kellogg’s will stop putting these unhealthy ingredients in its cereals,” Paxton said in a statement.

He continued, “The signed AVC demonstrates that Kellogg’s is committed to keeping this pledge, and I commend the company for doing the right thing. I encourage other food manufacturers to sign similar agreements to demonstrate their commitment to helping Americans live healthier lives.”

Paxton launched the probe earlier this year to determine whether Kellogg continued to use petroleum-based color additives in U.S. products, despite having removed them in Canada and Europe.

Kellogg’s said that 85% of its cereal sales already contain no FD&C colors. Additionally, none of its products include Red No. 3, which the FDA banned in food earlier this year.

Kellogg to work with HHS and FDA

“We are committed to continue working with HHS and FDA to identify effective solutions to remove FD&C colors from foods,” the company said in a news release.

The primary issue centers on potential links to neurobehavioral problems in some children, such as hyperactivity and attention issues. Although no conclusive evidence proves that dyes cause ADHD, research suggests they can exacerbate existing symptoms.

The pressure on food companies has intensified recently, particularly with the U.S. government urging a voluntary phase-out of petroleum-based colors. This has led other major players like General Mills and Mars to announce similar goals.

However, Kellogg’s is the first company to sign a legally binding agreement. This legal pact gives their promise a level of accountability that other verbal commitments lack.

A Shift in Consumer Values

Kellogg’s decision also reflects a broader trend in the food industry as consumers are increasingly demanding clean labels and transparent ingredient lists. People are more health-conscious than ever, prioritizing natural and organic options.

The market for natural ingredients in processed foods is growing rapidly, driven by this desire for simpler, less-processed products. This shift is reshaping how food is made and marketed. It is pushing companies to reformulate their products to meet new consumer expectations.

The absence of artificial dyes will certainly change the look of some beloved cereals. Froot Loops and Apple Jacks may lose their vibrant, eye-popping hues and adopt more muted, natural tones.

While some may miss the colorful breakfast bowls, many parents will welcome the change, viewing it as a win for their children’s health.

By embracing this change, Kellogg’s is not only aligning with its “Make Eating Well Easy” philosophy but also taking a significant step towards rebuilding consumer trust and ensuring a brighter, more natural future for breakfast.

African-American homes with children are more likely to buy unhealthy, youth-oriented cereals than any other demographic group, a 2011 study by Yale’s Rudd Center for Food Policy and Obesity revealed.

The study, published in the scientific journal Public Health Nutrition, found a negative correlation between the nutritiousness of the cereal and the likelihood of minority families purchasing it.