Dive Brief:
- WK Kellogg Co pledged to remove artificial colors from Apple Jacks, Froot Loops and other cereals by the end of 2027.
- The food giant previously said it would not roll out new products with synthetic dyes beginning in January 2026. It also committed to removing the colors from cereals served in schools by the 2026-27 year.
- WK Kellogg joins a growing list of food companies that have made similar pledges to remove artificial colors, including J.M. Smucker, Conagra Brands, General Mills, Kraft Heinz and Nestlé.
Dive Insight:
Few companies have been more under fire from the "Make America Healthy Again" movement than WK Kellogg
Health and Human Services Secretary Robert F. Kennedy Jr. said on Fox News in September that "brighter colors in Froot Loops" are "literally poisoning our kids." A month later, hundreds of protesters lined up outside WK Kellogg’s headquarters, calling for the removal of artificial dyes.
Food companies deny claims that artificial dyes can pose health risks, noting the dyes have been deemed safe by regulators and scientists around the world. However, some states go further than federal regulators in ingredient restrictions, WK Kellogg and other companies have little choice but to act.
West Virginia and Texas have put in place measures requiring companies to remove artificial colors, and several other states have introduced bills aimed at food additives. In April, Texas Attorney General Ken Paxton said his office is investigating WK Kellogg for potentially violating the state’s consumer protection laws due to health claims tied to its cereals.
The move by WK Kellogg comes nearly two weeks after Nutella maker Ferrero announced it would buy the company for $3.1 billion. The pledge to remove artificial dyes could help favorably position WK Kellogg as it seeks federal approval on the deal.
