WK Kellogg said on August 6 that it will remove artificial colors from all its cereals by the end of 2026, a year ahead of the schedule it announced in August 2025, and has also invested in equipment that will allow it to transition to natural colors.

But, according to AP News, the company said it has identified fruit- and vegetable-based juices that will allow cereals such as Froot Loops and Apple Jacks to retain distinctive colors. The company, which was bought by Italian food group Ferrero in July 2025, said it is also removing BHT, an artificial preservative, from the small number of cereals that still contain it.

“More and more consumers are looking for foods made with simple, recognizable ingredients and we are proud to meet those expectations even sooner than planned,” Kellogg’s Chief Growth Officer Doug VanDeVelde said in a statement.

Kellogg has faced mounting pressure for years to remove artificial ingredients from its cereals, and has been forced to do so in countries such as Canada and the EU bloc.

According to Environmental Working Group, there are more than 25 states where legislation is being considered that would ban synthetic food dyes and other food chemical additives linked to ADHD and hyperactivity in children, among other health harms. After committing in April 2025 to a "national standard and timeline for the food industry to transition from petrochemical-based dyes to natural alternatives," the Food & Drug Administration announced in February 2026 that it would allow food companies to "use certain voluntary labeling claims relating to the absence of FD&C Act certified colors in foods intended for human consumption."

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Food rival Kraft Heinz announced in June 2025 that it would remove all chemical dyes from its products by the end of 2027.

Retailers have exercised leverage over the issue, too. In March 2026, Target said it would stop selling cereals that contain artificial colors by the end of May. Walmart has also said it will remove artificial colors from its store brands by January 2027.