General Mills announced Wednesday that it has removed artificial coloring from its U.S. cereal brands. The company stated that it aims to eliminate these dyes from its entire U.S. retail portfolio by the end of 2027.
The transition follows federal regulatory actions initiated over a year ago. Former Food and Drug Administration (FDA) Commissioner Martin Makary enacted rules to phase out petroleum-based food dyes, citing concerns regarding their links to ADHD, obesity, diabetes, and other health conditions. Health Secretary Robert F. Kennedy Jr. supported this move, describing the dyes as compounds that may pose risks to child development.
According to a company press release, 90% of General Mills' U.S. retail portfolio has already transitioned away from certified colors. The cereal division has reached 100% completion. The company plans to introduce new products with increased protein and fiber, using alternative coloring agents derived from natural sources such as beets, algae, purple sweet potatoes, and radishes.
Consumers will notice a concrete change in the appearance of their food as synthetic dyes are replaced by pigments from insects and vegetables. These changes are occurring now for cereal products, with the remaining 10% of the company's retail goods expected to follow by late 2027. The shift follows a broader industry trend, with other major food manufacturers like WK Kellogg Co., PepsiCo, and Kraft Heinz also moving toward natural alternatives to meet consumer demand and comply with tightening federal oversight.
The knock-on effects include a total market shift away from specific synthetic colorants. The FDA has indicated plans to revoke the authorization of Citrus Red 2 and Orange B, with a broader goal of removing Red Dye 40, Yellow No. 5, Yellow No. 6, Blue No. 1, Blue No. 2, and Green No. 3 from the U.S. market by the end of 2026. General Mills will continue launching new products featuring familiar ingredients as it works toward its 2027 deadline.