General Mills Removes Artificial Colors from Cereals

General Mills announced on Wednesday that all its cereals in the U.S. are now free from artificial colors.

According to a news release, this transition applies to all of its U.S. cereals, which includes favorites like Lucky Charms and Trix. As a result, 90% of the company’s total retail portfolio in the country has completed this shift.

“As the leader in cereal, General Mills is focused on giving people what they are looking for from the brands they know and love,” stated Bethany Quam, president of Big G Cereal at General Mills. “This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value.”

In addition, General Mills plans to introduce more than twice as many new products that align with changing consumer nutrition preferences compared to just two years ago. This includes items with higher protein and fiber content. The company aims to eliminate certified colors from its entire U.S. retail portfolio by the end of 2027.

This announcement follows a trend where many companies have begun to phase out artificial dyes from their food and beverage products in recent months. For instance, Nestlé declared in June that it has completely removed artificial colors from all its U.S. products.

Health and Human Services Secretary Robert F. Kennedy Jr. addressed food company executives in March 2025, expressing his commitment to eliminating “the worst ingredients” from food nationwide. This initiative is part of the Trump administration’s broader campaign, “Make America Healthy Again” (MAHA), as reported by CNBC.

“The MAHA movement is growing across the country,” Kennedy mentioned in a June 26, 2025 post. “We’re getting an extraordinary outpouring of cooperation from food companies who, without forced regulation, are standing up to remove harmful dyes and other non-nutritious ingredients from their foods.”