General Mills eliminates synthetic dyes from cereal lineup
General Mills announced it has removed artificial coloring from its U.S. cereal products, with full completion expected by the end of 2027. The move follows FDA plans to phase out certain petroleum-based dyes linked to health risks. Other food companies, including WK Kellogg, have made similar voluntary changes.
The FDA's phase-out targets eight specific synthetic colorings, including Citrus Red 2, Orange B, Red Dye 40, Yellow No. 5 and 6, Blue No. 1 and 2, and Green No. 3. General Mills' Trix cereal previously contained three of these targeted dyes before the reformulation. Natural replacements available to foodmakers include pigments derived from beets, purple sweet potatoes, radishes, red cabbage, algae, and even crushed insects.
The announcement follows a broader industry shift, with WK Kellogg accelerating its own dye-removal timeline in early August. Other major food producers—including PepsiCo, ConAgra, McCormick, J.M. Smucker, Hershey, and Kraft Heinz—have also voluntarily moved toward naturally colored products. General Mills additionally plans to launch twice as many new products featuring familiar ingredients, along with increased protein and fiber options.
This shift could reshape consumer expectations across the packaged food industry, as major brands move ahead of federal deadlines. Families with young children—the primary demographic for brightly colored cereals—may feel reassured by the removal of dyes linked to behavioral and health concerns, though the scientific evidence remains limited. Smaller food companies without the resources of General Mills or Kellogg could face competitive pressure to reformulate quickly. The transition may also affect product pricing and taste profiles, potentially influencing purchasing decisions among cost-conscious and health-focused consumers alike.