WK Kellogg said Thursday that it will remove artificial colors from all its cereals by the end of this year.
The change comes a year ahead of schedule. Kellogg said last August that it would remove synthetic dyes from its cereals by the end of 2027.
But the company said Thursday it has identified fruit- and vegetable-based juices that will give cereals like Froot Loops and Apple Jacks their distinctive colors.
The Battle Creek, Michigan-based company said it has also invested in equipment that will allow it to transition to natural colors.
The company 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.
WK Kellogg said Thursday that it will remove artificial colors from all its cereals by the end of this year.
The change comes a year ahead of schedule. Kellogg said last August that it would remove synthetic dyes from its cereals by the end of 2027.
But the company said Thursday it has identified fruit- and vegetable-based juices that will give cereals like Froot Loops and Apple Jacks their distinctive colors.
The Battle Creek, Michigan-based company said it has also invested in equipment that will allow it to transition to natural colors.
The company 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.