Lucky Charms and Trix are keeping their familiar splashes of color, but what creates those colors has changed.
General Mills announced Wednesday that every cereal it sells in the United States is now made without certified artificial colors, completing the company’s removal of petroleum-based synthetic dyes from its domestic cereal lineup.
Instead of those dyes, General Mills is turning to colors derived from fruits, vegetables and spices, including turmeric and paprika.
The change extends well beyond two of the company’s most recognizable children’s cereals. Its entire U.S. cereal portfolio has now made the transition.
Bethany Quam, president of General Mills’ cereal business, said the company is “evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value.”
General Mills announced last year that it intended to remove certified colors from its cereals by summer 2026. Its products sold to K-12 schools beat that deadline, dropping the dyes in March.
The cereal aisle is only one part of the company’s larger reformulation effort.
General Mills says approximately 90 percent of its U.S. retail products are now made without certified colors. Some products, including certain Betty Crocker cake mixes and Fruit Roll-Ups, still contain them, with the company targeting the end of 2027 for completing the broader transition.
Trix has been down this road before — and the first attempt did not last.
General Mills removed artificial colors from the cereal in 2015, only to discover that plenty of customers preferred the old appearance. Consumers complained about losing the brighter colors, and the company eventually returned to its previous recipe.
This time, however, the environment surrounding artificial food dyes is considerably different.
Health and Human Services Secretary Robert F. Kennedy Jr. has made the removal of petroleum-based synthetic dyes a prominent part of the Trump administration’s Make America Healthy Again initiative. Kennedy has pushed major food manufacturers to reformulate products and reduce their reliance on the ingredients.
General Mills has also faced pressure at the state level.
Texas Attorney General Ken Paxton reached an agreement with the company last year to remove synthetic dyes from its products by the end of 2027. The agreement followed an investigation into the way General Mills cereals were marketed.
Retailers are adding another incentive. Walmart and Target have announced plans to stop selling cereals containing artificial colors, meaning manufacturers face pressure not only from regulators and politicians but also from the stores putting their products on shelves.
Federal regulators have taken action as well.
The Food and Drug Administration banned Red 3 last year after animal studies raised concerns about cancer. The agency has also said some children may be sensitive to certain food dyes, although research examining possible behavioral effects has produced mixed results.
