General Mills said on Aug. 26, 2026, that it had removed artificial colors from all of its cereals sold in the United States, completing a change that includes brands such as Lucky Charms and Trix.
The Minneapolis-based food company is maintaining the familiar appearance of its cereals with colors obtained from fruits and vegetables, along with spices including turmeric and paprika. Bethany Quam, General Mills' president of cereal, described the change as part of the company's effort to respond to consumer needs while retaining taste, quality and value.
The cereal milestone does not mean artificial dyes have disappeared from every General Mills product. The company said 90% of the goods it sells at US retailers are now free of artificial dyes. Some Betty Crocker cake mixes and Fruit Roll-Ups remain among the products containing artificial colors, with a transition to natural alternatives planned by the end of 2027.
General Mills follows another large cereal producer in moving away from synthetic coloring. WK Kellogg, whose products include Froot Loops and Apple Jacks, said earlier in August that it intended to eliminate artificial colors from all of its US cereals by the end of 2026.
The industry changes come amid a continuing disagreement over the health implications of food dyes. Health advocates have pointed to research suggesting that some artificial colors may contribute to hyperactivity, attention difficulties or other neurobehavioral effects in certain children, although findings have not been consistent. The US Food and Drug Administration maintains that approved dyes are safe for use and says most children do not experience adverse effects, while acknowledging that some children may be sensitive to them.
The FDA previously prohibited Red 3, a petroleum-derived dye, after studies indicated a cancer risk in laboratory rats. Political and commercial pressure on food producers has also increased. Health Secretary Robert F. Kennedy Jr. has encouraged companies to phase out petroleum-based artificial dyes. General Mills reached an agreement with Texas Attorney General Ken Paxton in the previous summer to remove synthetic dyes from all of its products by the end of 2027.
Retail policies are reinforcing the shift. Target said it would stop selling cereals with artificial colors by the end of May, while Walmart said artificial colors would be removed from its store-brand products by January.
The latest change also marks a second attempt to reformulate Trix. General Mills removed artificial dyes from that cereal in 2015, then restored them in 2017 after saying US consumers missed its brighter appearance. The company is now returning to naturally derived coloring as its wider product portfolio moves toward the 2027 target.
