Another Major Food Company Is Ditching Artificial Dyes
A cereal giant is getting rid of artificial coloring and a chemical preservative one year ahead of schedule.
Image Courtesy of WK Kellogg Co
Time-honored cereal recipes are being redeveloped — sooner than expected.
"WK Kellogg Co is one year ahead of its commitment to remove artificial colors from all of its cereals," the brand says in a press release.
What changes is Kellogg making to its cereal?
Last week, the company announced it's ahead of schedule on its goal to remove the preservative BHT — a chemical used to extend shelf life in everything from food and beverages to cosmetics and toiletries — from all of its cereal products and packaging.
In addition, it's also commiting to doing away with artificial colors. (The company previously removed artificial coloring from the majoirty of its cereals, though some, including Froot Loops and Apple Jacks, still use them.)
According to the press release, the new recipes will derive colors from natural sources, which include fruit and vegetable juices, while maintaining "the same great taste and quality that consumers expect and deserve."
Why is Kellogg changing its cereal recipes and packaging?
"More and more consumers are looking for foods made with simple, recognizable ingredients," chief growth officer of WK Kellogg Co, Doug VandeVelde, says in the release. "It wasn't easy but we identified natural solutions for every color and we're confident families will love the updated recipes."
This does seem to be a trend. Within the past year, Takis, Jell-O, M&M's, Doritos and Cheetos have all launched products made with natural dyes.
The release also highlights that Kellogg has focused on nutrition as far back as the 1920s. It has long encouraged customers to eat more fiber and whole grains, as well as "reducing sugar and sodium and delivering essential vitamins and minerals families typically don't get enough of." In addition, the company has "already reformulated foods served in schools to be free of artificial colors and discontinued launches of new products with artificial colors beginning this past January," it says.
When can you buy the updated Kellogg cereals?
The new products are slated to roll out to retailers by the end of 2026.
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