WK Kellogg to Eliminate Artificial Colors in All of Its Cereals by End of 2026
WK Kellogg Co has revealed an accelerated timeline — a year ahead of schedule — to eliminate all artificial colors and the preservative BHT from its full portfolio of cereals and cereal packaging. Production of cereals with updated recipes, including Kellogg’s Froot Loops and Kellogg’s Apple Jacks, will begin later this year, with food shipping to retailers before the end of 2026.
The Battle Creek, Mich.-based company will use colors derived from natural sources, among them fruit and vegetable juices, in addition to other plant-based ingredients. WK Kellogg has made a major investment in its manufacturing facilities to support the transition to natural colors at scale.
The move also reflects the company’s recent introduction of the SPOONS on-pack nutrition guide and its commitment to the simplicity — the first “S” of SPOONS — of its cereals.
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“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,” noted Doug VanDeVelde, WK Kellogg Co.’s chief growth officer. “We conducted extensive consumer testing to make sure these recipes deliver the great taste consumers want while maintaining the original rainbow of colors — red, orange, yellow, green, purple and blue — that fans of Froot Loops and other colorful cereals have come to love. It wasn’t easy, but we identified natural solutions for every color, and we’re confident families will love the updated recipes and simplified ingredients without compromising on quality or taste.”
The company has evolved its cereal portfolio to meet changing consumer needs by increasing whole grains and fiber, reducing sugar and sodium, and delivering essential vitamins and minerals. Ahead of removing artificial colors from its entire portfolio, WK Kellogg has already reformulated foods served in schools to be free of artificial colors and phased out launches of new products containing artificial colors as of this past January.
“Bringing joy to consumers through our trusted foods and brands is what we do best at WK Kellogg, and I am thrilled that our team has accomplished this significant milestone a full year ahead of our original timeline,” WK Kellogg COO Jean-Baptiste Santoul said in a statement. “We have always evolved our food and packaging to meet the needs and preferences of our consumers, and today’s announcement is just the latest evidence of that long-standing practice — yet another step in our commitment to making meaningful improvements to our cereals while building excitement and confidence in the category.”
This article first appeared on the site of CGT sister brand Progressive Grocer.
