General Mills Commits to Removing Artificial Colors from Portfolio by 2027
General Mills has announced plans to remove artificial colors from its U.S. retail portfolio by the end of 2027. The company will also eliminate synthetic dyes from its U.S. cereals and foods served in K-12 schools by the summer of 2026. This move follows a similar pledge made by Kraft Heinz earlier in the week.
This isn’t General Mills’ first foray into natural colors. In 2016, the company reformulated Trix cereal with natural colors, but sales declined as consumers preferred the brighter hues of artificial colors. The cereal was eventually brought back with artificial colors.
The transition from artificial to natural coloring sources poses challenges such as supply availability, impact on shelf life, pricing, and packaging. Despite these challenges, General Mills and Kraft Heinz have given themselves approximately 30 months to make the switch, aligning with voluntary deadlines set by Health and Human Services Secretary Robert F. Kennedy Jr.
General Mills Chairman and CEO Jeff Harmening expressed confidence in meeting the deadline, stating, “General Mills has a history of adapting to evolving consumer needs, and removing certified colors from our product portfolio is another example of that.”
The FDA has encouraged food companies to phase out artificial dyes voluntarily before 2027, hinting at potential regulatory pressure if necessary. FDA Commissioner Marty Makary emphasized the importance of swift action to achieve this goal.