General Mills has removed artificial colors from all of its cereals, the company announced Wednesday.
The company is a leading breakfast-cereal manufacturer and makes popular brands, including Cheerios, Chex, Trix, Lucky Charms and Cinnamon Toast Crunch, among others.
The milestone comes a few weeks after WK Kellogg announced it will remove artificial colors from all of its cereals by the end of 2026 – a year ahead of schedule.
Both cereal companies have faced growing scrutiny from public officials and the public over colorants. Investigations by the Texas Attorney General’s Office in 2025 also targeted the companies.
“As the leader in cereal, General Mills is focused on giving people what they are looking for from the brands they know and love,” said Bethany Quam, president of Big G Cereal at General Mills. “This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value.”
General Mills looks to 2027
The Minneapolis, Minn.-based company now sets its sights on removing artificial colors from the remainder of its vast portfolio.
General Mills said its cereals make roughly 90% of its entire portfolio of products.
“The company remains on track to remove certified colors from its full US retail portfolio by the end of 2027, including fruit snacks and baking products,” the company said.
Food colors defined
The vibrantly colored pigments used to brighten up various products are often referred to as artificial colors or petroleum-based food dyes, but General Mills calls them certified colors.
The company published an explainer on its website, noting that the certified colors are also known as synthetic food additives.
In March, the company removed certified colors from all of its products served at K-12 schools across the nation.
“Across the long arc of our history, General Mills has moved quickly to meet evolving consumer needs, and reformulating our product portfolio to remove certified colors is yet another example,” said General Mills Chairman and CEO Jeff Harmening. “Today, the vast majority of our foods are made without certified colors and we’re working to ensure that will soon apply to our full portfolio. Knowing the trust families place in us, we have led the way on removing certified colors in cereals and K-12 foods. We’re committed to continuing to make food that tastes great and is accessible to all.”
