General Mills announced on Wednesday that all of its cereals sold in the United States are now made without certified artificial colors, fulfilling a commitment the company set for this summer. The Minneapolis-based food manufacturer confirmed that petroleum-based certified colors have been removed from its entire U.S. cereal portfolio, including brands such as Lucky Charms, Trix, Cheerios, Cinnamon Toast Crunch, Cocoa Puffs, Chex, Wheaties, Reese’s Puffs, Kix, and seasonal Monster Cereals.
The shift replaces synthetic dyes with colors derived from fruits, vegetables, and spices, such as turmeric and paprika, to maintain the familiar appearance of brightly colored cereals. General Mills stated that 90% of its U.S. retail portfolio is now free of certified artificial colors, with plans to complete the transition across all remaining products, including fruit snacks and baking items, by the end of 2027.
Industry context and consumer response
General Mills had previously attempted to reformulate Trix in early 2016 using natural dyes, but reversed course after customer feedback indicated a preference for the original, artificially colored version. In 2017, the company reintroduced "Classic Trix" alongside the naturally colored variant. This latest effort represents a broader industry trend, as food companies increasingly phase out synthetic dyes amid growing consumer scrutiny.
The company emphasized that the reformulation process prioritized maintaining taste, quality, and consistency while aligning with evolving consumer preferences. Bethany Quam, president of Big G Cereal at General Mills, stated in a press release: “This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value.”
Broader implications and future plans
General Mills also announced plans to launch more than twice as many new products in alignment with shifting nutrition preferences, including options with higher protein and fiber content. The announcement follows similar moves by other major food companies, such as Nestlé, which eliminated artificial colors from all U.S. food and beverage products in June 2025.
The company’s timeline for completing the transition across its full U.S. retail portfolio remains set for the end of 2027, with no changes to previously stated deadlines.