The WK Kellogg Co food manufacturing company will stop the use of artificial colors in its cereals by the end of 2027.
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The parent company of the popular banners of Froot Loops, Apple Jacks, Frosted Flakes and Rice Krispies justifies this decision by its desire to “provide consumers more from what they want and need – as whole grains as well as fibers – and less what they don’t want,” reports ABC News on Friday.
This modification is in line with the action undertaken by the American secretary for health and social services, Robert F. Kennedy Jrto combat synthetic food additives. The elimination of artificial food colors for the benefit of natural alternatives is part of its initiative Make America Healthy Again (Let’s put America in health).
Thus, Kellogg has promised that she would reformulate her cereals, served in schools, so that they do not contain synthetic dyes authorized by the US Food and Drug Administration (FDA) by the school year 2026-2027, in addition to putting no new product on the market which would include these kinds of artificial agents after January 2026.
These measures aim at the complete withdrawal of artificial dyes from all its products by the end of 2027, the company’s press release said, relayed by ABC News.
Kellogg therefore follows the steps to many companies, such as Kraft Heinz and General Mills, who have also announced plans to eliminate the artificial dietary dyes of some of their products in the coming years.
Other major manufacturers, such as Pepsico, The Hershey Compagnies and Nestlé USA, have also planned similar plans in recent months.
Three types of food dyes of natural origin in accordance with the vision of the American department of health and social services were approved in May by the FDA. These can be used in a large inventory of products, including in particular chewing gums and cereals.
