General Mills swaps artificial dyes for natural colors in all U.S. cereals

General Mills confirmed that all of its U.S. cereals have been reformulated to remove artificial colors, opting for natural pigments derived from fruits, vegetables and spices like turmeric and paprika. Bethany Quam, president of the cereal segment, said the change reflects evolving consumer preferences while maintaining flavor and quality. Currently, roughly 90% of the company's U.S. retail portfolio is dye-free, with the balance, including some Betty Crocker mixes and Fruit Roll-Ups, scheduled to transition by the close of 2027.

General Mills follows WK Kellogg, which pledged to eliminate synthetic colors from its cereals by year-end, and responds to longstanding calls from health groups and retailers such as Target and Walmart. The FDA maintains that approved artificial dyes are generally safe, though some children may be sensitive. Recent political and legal pressure, including a deal with Texas Attorney General Ken Paxton, has accelerated the industry’s move toward natural coloring.