Key Takeaways:
- WK Kellogg has entered into a legal agreement with the Texas attorney general’s office to eliminate artificial dyes from its cereals, including Froot Loops, by the end of 2027.
- This marks the first time a food company has signed a legally binding agreement to remove petroleum-based colors, going beyond mere verbal commitments.
- WK Kellogg’s decision to remove artificial dyes from its cereals follows investigations by Texas into the company and others for allegedly not meeting previous commitments to phase out these additives.
Insightful Analysis:
Under increasing pressure from the Trump administration and the “Make America Healthy Again” movement, food companies have made voluntary pledges to eliminate artificial dyes. However, these promises have been criticized for lacking enforceability.
The agreement between WK Kellogg and Texas, known as an Assurance of Voluntary Compliance, sets a precedent for holding food companies accountable for their commitments. Violating such agreements can result in civil penalties or other consequences.
Texas’s investigation into WK Kellogg for allegedly failing to remove artificial dyes, along with a similar probe into Mars, underscores the importance of companies following through on their promises. Mars recently announced plans to introduce versions of its candies with natural colors.
The Texas agreement has garnered praise from members of the Trump administration, with USDA Secretary Brooke Rollins describing it as a “game-changing deal.” She highlighted Kellogg’s as the first company to take concrete steps towards eliminating harmful dyes from its products.