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.
We have artificial-free Froot Loops up here in Canada. Compared to US Froot Loops, they don’t look neon but actually taste better since they’re colored with natural dyes.
Here’s a crazy idea: we don’t need cereal with crazy colours. “Froot Loops” could be the colour of grains and no one would suffer because of it.
I think you can do white with natural lead.
They could just stop putting it in right now, and then “transition to natural colors” when it happens.
They could even come up with some stupid fiction about why it was happening--the parrot has sensitive eyes so they had to turn off the color, and then they learn that a little color is okay. Or a bad guy turned off the color in froot loops land, and the parrot had to defeat the bad guy and turn it back on, but they can’t turn it up too high, or the bad guy will return.
I’ve been getting Trader Joe’s fruitie cuties and they taste a bit like Froot Loops, however they use vegetable juices to get the color. They’re still not super bold colors, but they look more natural. I’m curious if that’s what will happen to Kellogg’s cereal colors.
