An investor leading the charge in urging WK Kellogg Co to fulfill a previous promise to eliminate certain food dyes from cereals like Froot Loops and Apple Jacks.
Jason Karp, a shareholder of WK Kellogg Co and the CEO of HumanCo, a holding company that invests in healthier food and beverage brands, organized a protest at the company’s headquarters in Battle Creek, Michigan. The protestors demanded the removal of dyes such as Red 40, Yellow 6, Blue 1, and preservative BHT from the cereals.
In 2015, Kellogg pledged to remove artificial colors by 2018, which they did not fulfill. Despite reformulating products without the dyes in other countries, the company did not follow through in the United States. Industry experts noted that consumers were reluctant to purchase products without the vibrant colors provided by the dyes.
WK Kellogg Co stated that over 85% of its cereal products do not contain artificial colors and that they are developing new cereals without them. The company affirmed that all ingredients used are compliant with relevant laws and regulations. They will review a petition filed by influencer Vani Hari, also known as Food Babe, against the dyes and share it with the FDA.
According to HumanCo, the recent protest included hundreds of individuals, including doctors and activists. In a letter to the CEO of WK Kellogg Co, Karp’s attorney emphasized the importance of providing Americans with the safer versions of Kellogg cereals available in other countries.
“As awareness grows about the risks of artificial food dyes, Kellogg’s must prioritize people’s health by removing these harmful chemicals from the U.S. versions of their cereals marketed to children,” Karp stated. “We are advocating for transparency and healthier options, and will continue our efforts until American children have access to the safest products Kellogg already produces.”