WK Kellogg Accelerates Removal of Artificial Colors from Cereals

WK Kellogg announced Thursday that it will remove artificial colors and the artificial preservative BHT from all its cereals by the end of 2026. This move accelerates the company's previous target date of 2027. To maintain the appearance of products such as Apple Jacks and Froot Loops, the company will utilize fruit- and vegetable-based juices and has invested in new equipment to support the transition.

The decision follows sustained consumer pressure, including petitions with 400,000 signatures and a 2024 rally. The company also faced pressure from U.S. Health Secretary Robert F. Kennedy Jr., who urged the phase-out of petroleum-based dyes, and entered into a prior agreement with Texas Attorney General Ken Paxton to remove toxic dyes.

Retailer actions further influenced the shift. Target Corporation stopped selling cereals containing artificial colors in May 2026, while Walmart pledged to remove them from its store brands by January 2027. Chief Growth Officer Doug VanDeVelde stated that the company is proud to meet consumer expectations for simple, recognizable ingredients sooner than planned.