WK Kellogg Co. announced Thursday that it will eliminate artificial colors from all of its cereal products by the end of 2026, one year earlier than originally planned. The company says it will instead use colors derived from natural sources, including fruit and vegetable juices and other plant-based ingredients.
"In preparation for removing artificial colors from its entire portfolio, WK Kellogg has already reformulated foods served in schools to be free of artificial colors and discontinued launches of new products with artificial colors beginning this past January," the company said.
WK Kellogg Co
"More and more consumers are looking for foods made with simple, recognizable ingredients and we are proud to meet those expectations, even sooner than planned," Doug VanDeVelde, Chief Growth Officer, WK Kellogg Co., said Thursday. "We conducted extensive consumer testing to make sure these recipes deliver the great taste consumers want while maintaining the original rainbow of colors – red, orange, yellow, green, purple and blue – that fans of Froot Loops and other colorful cereals have come to love. It wasn't easy, but we identified natural solutions for every color, and we're confident families will love the updated recipes and simplified ingredients without compromising on quality or taste."
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