General Mills Removes Artificial Colors From All U.S. Cereals

General Mills announced Wednesday that it has removed artificial colors from all its U.S. cereal offerings, including Trix and Lucky Charms. The company replaced synthetic additives with dyes derived from spices, fruits, and vegetables, such as turmeric and paprika. This action completes the transition for 90% of the company's U.S. retail portfolio, including its K-12 school food offerings.

Remaining products, such as Fruit Roll-Ups and certain Betty Crocker cake mixes, are scheduled to be reformulated by the end of 2027. This move follows a similar commitment by WK Kellogg to remove artificial colors from its U.S. cereals by the end of 2024 and aligns with trends seen at PepsiCo, ConAgra, and Kraft Heinz.

The transition follows pressure from retailers like Target and Walmart, as well as political influence from Health Secretary Robert F. Kennedy Jr. and a previous agreement with Texas Attorney General Ken Paxton. Additionally, the U.S. Food and Drug Administration and the Department of Health and Human Services encouraged the voluntary replacement of synthetic dyes due to potential links to ADHD and obesity. While the FDA maintains that most approved dyes are generally safe, it recently banned Red 3 and is working to phase out Red No. 40 and Yellow No. 6 by 2027.