WK Kellogg Co will remove artificial food dyes from its cereals a year ahead of schedule.
The company said new recipes free of controversial food colorants will be introduced across its cereal portfolio, including flagship Froot Loops and Apple Jacks brands, later this year.
WK Kellogg said in August of 2025 that it would remove the petroleum-based dyes from its products by the end of 2027. The Battle Creek, Michigan-based cereal giant also includes Rice Krispies, Kashi, Special K, Kellogg’s Raisin Bran and Bear Naked.
The commitment from WK Kellogg came after a monthslong investigation by Texas Attorney General Ken Paxton, in which the AG’s office accused WK Kellogg, along with cereal giant General Mills, of misleading consumers about the potential dangers of artificial food dyes.
“The company will switch to colors derived from natural sources, including fruit and vegetable juices, as well as other plant-based ingredients,” a statement read. “WK Kellogg has made a significant investment in its manufacturing facilities to support the transition to natural colors at scale, while maintaining the same great taste and quality that consumers expect and deserve.”
Public relations push
WK Kellogg is pushing out the message that it hears loud and clear that consumers want healthier foods.
Along with video content and pre-written, sharable Instagram posts, WK Kellogg included information on the launch of its SPOONS on-pack nutrition guide.
“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,” said Doug VanDeVelde, chief growth officer, WK Kellogg Co. “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.”
The food giant noted that it already has removed artificial food dyes from its products served in schools and in January discontinued launching products containing the dyes.
BHT preservative removed
The company also announced Thursday that it is ahead of schedule for removing the preservative butylated hydroxytoluene (BHT) from “the small amount of cereal packaging that contains it”.
“We have always evolved our food and packaging to meet the needs and preferences of our consumers and today’s announcement is just the latest evidence of that long-standing practice – yet another step in our commitment to making meaningful improvements to our cereals, while building excitement and confidence in the category,” said Jean-Baptiste Santoul, chief operating officer, WK Kellogg Co.
Along with petroleum-based food dyes, the Food and Drug Administration has targeted the use of BHT and azodicarbonamide (ADA) in food manufacturing.
In May, the FDA announced a request for information regarding the two ingredients. Public comment closed in mid-July.
BHT is a preservative for fats and oils used in cereals, frozen food, meat products, baking mixes, cookies and more. ADA is a whitening agent used in cereal flour, dough conditioner, breadmaking and manufacturing food contact materials, according to the FDA.
