General Mills Removes Artificial Colors from U.S. Cereals
General Mills has declared that all its cereals sold in the United States are now entirely free of artificial colors. This move aligns with the efforts of Health and Human Services Secretary Robert F. Kennedy Jr.’s initiative called “Make America Healthy Again.”
In a statement released on Wednesday, the company expressed that it has successfully completed the removal of synthetic dyes from its entire U.S. cereal lineup, which includes popular brands like Trix and Lucky Charms. This achievement fulfills the company’s commitment to eliminate such ingredients from both cereals and K-12 school foods by the summer of 2026.
This announcement comes on the heels of an earlier milestone where General Mills had already removed artificial dyes from its K-12 school food offerings.
This week’s accomplishment marks another step in General Mills’ overall strategy to eliminate synthetic colorants across its product range. Reports indicate that as of this week, 90% of its retail portfolio has undergone this transition. The company has plans to revamp other retail items, including fruit snacks and baking products, by the end of 2027. Notably, the company’s brands also encompass Nature Valley, Blue Buffalo, Häagen-Dazs, Pillsbury, and Betty Crocker.
“As the leader in cereal, General Mills is focused on giving people what they are looking for from the brands they know and love,” commented 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.”
General Mills had pledged to remove synthetic dyes from its products in 2025 after Texas Attorney General Ken Paxton investigated the company’s marketing practices, particularly regarding how it advertised its cereals as healthy for children despite containing petroleum-based additives.
In April 2025, Kennedy and the Food and Drug Administration (FDA) unveiled a plan to gradually eliminate petroleum-based synthetic dyes from the food supply. They called for the industry’s removal of specific dyes like Red 40 and Yellow 5 by the end of 2026, with a target to phase out Red 3 ahead of a 2027 deadline.
The company also indicated its intention to introduce “more than twice as many new products that align with evolving consumer nutrition preferences” this fiscal year. These products will feature familiar, trusted ingredients like protein and fiber, reflecting a growing health consciousness among American consumers.
This announcement comes shortly after WK Kellogg Company revealed its own commitment to replace all artificial colors in its cereals, including Froot Loops and Apple Jacks, with dyes sourced from natural ingredients by the end of 2026.
Meanwhile, M&Ms have phased out petroleum dyes this year, though blue and brown varieties will remain as Mars has struggled to replicate them using natural ingredients. Mars has stated that its new “MAHA” M&Ms will be available on Amazon this month.
