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WK Kellogg Co. said Thursday that it is moving to end the use of artificial dyes in its products by the end of this year for its cereals.
In a Thursday press release, the company said it had unveiled “an accelerated timeline to eliminate all artificial colors and the preservative BHT” in all of its cereals and packaging for the cereals.
The company said cereals made from new recipes will go into production “later this year” and that the new cereals will be sent to retailers prior to the end of 2026. WK Kellogg Co. said it will instead use natural dyes in the cereal.
“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,” Doug VanDeVelde, chief growth officer of WK Kellogg Co., said in the release.
“We conducted extensive consumer testing to make sure these recipes deliver the great taste consumers want while maintaining the original rainbow of colors – red, orange, yellow, green, purple and blue – that fans of Froot Loops and other colorful cereals have come to love,” he added.
Last spring, the Food and Drug Administration unveiled actions to phase out the use of petroleum-based food dyes in food products in the U.S., pointing to worries over possible health impacts for children.
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