Kellogg's Removes Artificial Coloring from Cereal! From 'Color' to 'Reason' — Kellogg's Decision Signals the Next Consumer Trend

Overview

U.S. cereal giant WK Kellogg Co plans to completely eliminate artificial coloring agents (FD&C dyes) from its breakfast cereals, including the classic fruit-flavored "Froot Loops" and "Apple Jacks," by the end of 2027. This decision is influenced by a legally binding agreement (AVC) signed with the Texas Attorney General and the growing caution towards synthetic additives within the U.S. For school products, the company plans to transition to FD&C dye-free by the 2026–27 school year. Already, about 85% of its products, based on sales volume, are FD&C-free, and the company is moving forward with improvements to its remaining main products.AP News

What Has Been Decided: Three Milestones

1. Establishment of Legal Agreement
   On August 13, 2025, the Texas Attorney General signed an AVC (Assurance of Voluntary Compliance) with Kellogg. This legally commits the company to permanently remove artificial coloring agents from U.S. cereals by the end of 2027. This type of agreement is considered the first among major food companies.texasattorneygeneral.gov

2. Advance Measures for Schools
   Products provided to schools are planned to be free of FD&C dyes by the 2026–27 school year.AP News

3. Overall Completion Deadline
   U.S. cereals, including those for general retail, will be completely free of FD&C dyes by December 31, 2027.Los Angeles Times
   
   

Background: The Debate on Colors Shifts to "Health"

Artificial coloring agents have long produced vibrant colors popular with children. However, some studies have pointed out their impact on neurobehavioral issues such as attention deficit and hyperactivity, prompting citizen groups and some states to accelerate regulations. While the U.S. Food and Drug Administration (FDA) maintains that "currently approved dyes are safe," changing consumer preferences and state-level actions are encouraging companies to reconsider their formulations.Los Angeles TimesAP Newsfooddive.com

Industry Movement: Other Companies Align, Expanding the "Synthetic Dye-Free" Trend

Since the summer of 2025, companies like General Mills, Kraft Heinz, Nestlé, and J.M. Smucker have successively announced their target timelines for eliminating artificial dyes. Kellogg's agreement symbolizes the legal backing of this trend.AP NewsLos Angeles Times

Meanwhile, Kellanova, a separate company from Kellogg focusing on snacks, has also announced plans to transition its retail foods to be FD&C-free by the end of 2027, with school products to follow by the 2026–27 school year. The shift towards **"natural colors"** is expected to continue in breakfast and snack categories beyond cereals.Kellanova News

How Will Products Change?—The Reality of Colors, Flavors, and Costs

• Color: Naturally derived colors tend to fade more easily and show batch variations compared to synthetic ones. While there is concern about reduced visibility on shelves, the appeal of being "more natural" can be a strong selling point.

• Flavor Compatibility: The key is to design combinations of fruit juices and vegetable dyes that do not affect flavor.

• Ingredients and Costs: Natural dyes tend to have higher procurement and stabilization costs. However, the simultaneous transition by major companies might lead to price reductions.

• Alignment with Overseas Markets: Kellogg has reportedly already switched to natural colors in Canada and Europe, and there is an expectation that the visual consistency with the U.S. version will improve.fooddive.com
  
  

Timeline (U.S. Cereals)

• 2026–27 School Year: Transition to FD&C dye-free cereals for schools.AP News

• December 31, 2027: Completion of FD&C dye removal from cereals for retail in the U.S.Los Angeles Times
  
  

Social Media Reactions: Praise, Skepticism, and Pragmatism—Voices Spread in Three Layers

Immediately after the announcement, social media posts on X (formerly Twitter) and various media were filled with congratulations and welcomes. Posts from local media and major news outlets spread, with many voices noting **"Texas did a good job."**

On the other hand, on platforms like Reddit, there has been a persistent pragmatic skepticism questioning if **"sugar is more of a problem than dyes." Posts comparing international perspectives, such as "Why is the U.S. slower when overseas versions are naturally colored?", have also spread. Many comments welcome the fact that the U.S. version will **look more like the overseas version** due to this agreement.Reddit

Additionally, there is nostalgia for the changing "face" of the brand. Some express sadness over the fading vibrancy, and there are comments from parents concerned about the impact on their children's appetite, making the emotional shifts visible. This dispersion of reception forces brands aiming to balance **"health" and "fun"** to redesign their color schemes, packaging, and in-store experiences.fooddive.com

Between Regulation and Science: How to Interpret

• Regulatory Evaluation: The FDA reiterates the safety of approved dyes, maintaining that no harmful effects are observed in the majority of children.AP NewsLos Angeles Times

• Health Side Claims: Some studies suggest that there is a possibility of worsening neurobehavioral symptoms in certain children, advocating for preventive reduction.Los Angeles Times

• Corporate Strategy: Beyond safety and regulatory compliance, companies see customer reassurance as a competitive advantage. Kellogg's legal agreement and advance measures for schools indicate a commitment to the shortest path to trust.texasattorneygeneral.govAP News
  
  

Towards a "Second Act" with Reactions from Competitors, Retailers, and Municipalities

Moving forward, the focus will shift downstream to retail