Bright cereal colors are getting a natural makeover. General Mills announced Wednesday that it has removed artificial colors from all of its U.S. cereals, including popular brands such as Lucky Charms and Trix.
The company now uses colors from fruits and vegetables, along with spices such as turmeric and paprika. These ingredients help maintain the familiar appearance of its colorful cereals without synthetic dyes.
“This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value,” Bethany Quam, president of cereal at General Mills, said in a statement.
General Mills Expands Natural Coloring
General Mills said about 90% of its U.S. retail products are now free of artificial dyes. However, some products still contain synthetic colors. The company plans to replace those dyes in products such as certain Betty Crocker cake mixes and Fruit Roll-Ups by the end of 2027.
The move follows a broader shift across the cereal industry. WK Kellogg, maker of Froot Loops and Apple Jacks, announced earlier this month that it plans to remove artificial colors from all of its U.S. cereals by the end of 2026.
Instagram | talking_trash_and_tacos | General Mills has replaced artificial dyes in all U.S. cereals with natural colors from fruits, vegetables, and spices.
Health advocates have pushed for years to reduce artificial food dyes. Some studies have linked the dyes to neurobehavioral effects, including hyperactivity and attention problems in certain children. Still, research findings remain mixed.
The U.S. Food and Drug Administration says approved food dyes are safe and that “most children have no adverse effects.” The agency also recognizes that some children may be sensitive to artificial colors. In 2025, the FDA banned Red 3, a petroleum-based dye, after studies indicated it could cause cancer in laboratory rats.
Consumer and Retail Pressure Grows
General Mills previously removed artificial colors from Trix in 2015. Two years later, the company restored them after saying U.S. customers preferred the cereal’s brighter colors.
Since then, consumer and political pressure has increased. Health Secretary Robert F. Kennedy Jr. has called on food manufacturers to phase out petroleum-based dyes. Last summer, General Mills also signed an agreement with Texas Attorney General Ken Paxton to remove synthetic dyes from its products by the end of 2027.
Retailers are adding pressure, too. Target said earlier this year that it would stop selling cereals containing artificial colors by the end of May. Walmart has also announced plans to remove artificial colors from its store-brand products by January 2027.
General Mills’ cereal change reflects a wider move away from artificial food dyes. With manufacturers and major retailers setting deadlines, natural coloring is becoming more common across the U.S. grocery market. The shift also gives consumers more choices as debates continue over the health effects of synthetic dyes.
