Kellogg’s, the breakfast giant behind Froot Loops and Apple Jacks, says it’s officially removing all artificial dyes from its cereals by the end of 2027. It’s the latest in a growing list of big food brands scrambling to clean up ingredient labels. Not just because it looks good, but because regulators and parents alike are pushing hard.
Kellogg’s says most of its cereals are already free of FD&C colors, the synthetic dyes approved by the FDA for decades but now under fresh scrutiny. According to the company, 85% of what they currently sell is dye-free, and none of their products have contained Red No. 3 in years. But that last 15% (the eye-popping neon rings, the extra-vibrant marshmallows) is now on the chopping block.
The transition won’t be instant. School cereals will be reformulated first, with dye-free versions rolling out by the 2026–27 school year. Starting January 2026, no new Kellogg’s cereal will launch with artificial dyes. And by the end of 2027, all FD&C colors will be gone from the lineup.
This change isn’t happening in a vacuum. Earlier this year, Health and Human Services Secretary Robert F. Kennedy Jr. made synthetic food additives a national target. His department is now urging companies to move away from petroleum-based dyes in favor of natural alternatives. The FDA, for its part, has already greenlit three new natural colorings just in the past few months.
Meanwhile, brands are falling in line. General Mills, Kraft Heinz, and Mars Wrigley are all pivoting to cleaner labels. M&M’s and Skittles will soon show up on shelves minus their usual chemical glow. And Mars isn’t stopping at candy; they’re stripping FD&C colors from gum and chocolate, too.
The writing is on the wall. Artificial dyes, long used to grab attention in the cereal aisle, are quickly becoming a liability. Parents don’t want them. Schools are banning them. And even the big players now seem to realize that no one’s nostalgic for a bowl of Red 40 and Yellow 5.
So enjoy the rainbow while it lasts. The next generation of breakfast might still be fun, just a little more grown up.