General Mills completes removal of certified colors from US cereal portfolio
With the completion of its domestic cereal overhaul, the company confirmed that 90% of its total US retail portfolio is now free from certified colors.
USA – General Mills has officially completed the removal of certified colors across its entire US cereal lineup, hitting a major milestone in its broader initiative to reformulate its product portfolio.
The milestone fulfils a key commitment set by the Minneapolis-based company to transition iconic brands, including Lucky Charms, Trix, and Reese’s Puffs, to colorants derived exclusively from plant and natural sources.
The achievement marks the second phase of a multi-stage reform strategy launched in response to evolving consumer preferences and growing regulatory pressure surrounding synthetic food additives.
In March 2026, General Mills completed its initial target of eliminating artificial dyes from all K-12 school food products.
With the completion of its domestic cereal overhaul, the company confirmed that 90% of its total US retail portfolio is now free from certified colors.
To replace synthetic petroleum-based dyes like Red No. 40, Yellow No. 5, and Blue No. 1, food scientists at General Mills spent months testing natural color alternatives extracted from fruits, vegetables, and botanical sources such as radishes, turmeric, spirulina, and blueberries.
Company leadership emphasized that the new formulations maintain the familiar flavor profiles and nutritional standards long expected by consumers, while aligning with increasing demand for simpler, recognizable ingredients on product labels.
Bethany Quam, President of Big G Cereal at General Mills, said the transition reflects the company’s focus on adapting to consumer needs without compromising taste, quality, or value.
The move comes amid a wider industry shift across the United States, as major food manufacturers and national retailers work under heightened scrutiny from public health advocates and federal regulators to phase out artificial additives.
With its full cereal lineup reformulated, General Mills is focusing on the remaining 10% of its domestic retail portfolio, including categories such as fruit snacks and baking mixes.
The enterprise remains on track to eliminate certified colors across all remaining US retail products by the end of 2027.
The certified-color initiative comes as food manufacturers respond to shifting consumer preferences and increased scrutiny of synthetic food additives.
The move places General Mills among a growing list of major US packaged food companies phasing out artificial dyes ahead of tightening regulatory and retailer expectations.
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