General Mills Removes Artificial Colors From All U.S. Cereals

General Mills has officially removed artificial colors from every cereal it sells in the U.S., a milestone the company had targeted for summer 2026. The move covers marquee brands like Lucky Charms, Trix, Cocoa Puffs, Cinnamon Toast Crunch and the Monster Cereals.

What was announced

General Mills said all of its cereals in the U.S. are now made without certified colors, completing the milestone in line with the company’s summer 2026 commitment. With that, roughly 90% of the company’s U.S. retail portfolio has now shed certified colors, up from 85% when the phaseout plan was announced.

Products that still contain artificial colors, like some Betty Crocker cake mixes and Fruit Roll-Ups, are set to transition to natural dyes by the end of 2027. To replace the synthetics, the company has shifted to fruit- and vegetable-based dyes, as well as colors derived from spices like turmeric and paprika, to keep the customary bright colors.

Why it matters for the industry

The change comes amid a broader transformation in the American packaged-food industry as manufacturers, retailers and federal regulators move away from petroleum-based food dyes. Federal attention increased in April 2025, when the Department of Health and Human Services and the Food and Drug Administration announced a national initiative aimed at phasing those ingredients out of the U.S. food supply.

That regulatory pressure has forced Big Food to reformulate on a tight timeline, which carries near-term cost implications for ingredient sourcing, supply chains and marketing budgets.

Not the first attempt

General Mills previously tried removing artificial colors from Trix but ultimately backpedaled and offered a version with the vibrant colors again. This time the scope is far wider and the regulatory backdrop is very different, making a reversal less likely.

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Peers moving in the same direction

WK Kellogg, which makes Froot Loops and Apple Jacks, said earlier this month that it will remove artificial colors from all its U.S. cereals by the end of this year. In June 2025, both General Mills and Kraft Heinz announced they would remove artificial food dyes from their products within two years, and Mars — the maker of M&M’s, Skittles and Starburst — recently said new dye-free versions of the candies had become available on Amazon.

The pattern is clear: the biggest packaged-food names are all racing to the same finish line, and stragglers risk shelf-space and retailer pressure. For more coverage, see other news.

Options market and stocks to watch

Watch for reformulation and margin commentary across the packaged-food complex:

• GIS: watch for management color on input costs tied to natural dye sourcing and any impact on cereal segment margins.
• KHC: watch for progress updates on Kraft Heinz’s own dye phaseout timeline.
• K and KLG-linked names: watch for competitive positioning as WK Kellogg pushes toward its own end-of-year deadline.
• MDLZ: watch for read-throughs on snacks and candy reformulation costs.
• PEP: watch for exposure through Quaker cereals and snack brands as the trend broadens.

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