2 Iconic Breakfast Cereals Get MAHA Makeover

General Mills has completed its transition to using natural colors derived from fruits, vegetables, and spices in all of its U.S. cereals, including Lucky Charms and Trix, replacing petroleum-based dyes. This initiative aligns with evolving consumer preferences and pressure from health advocates and retailers, though some other product lines still require conversion by 2027. The company had previously attempted to remove artificial colors from Trix in 2015 but reverted due to consumer demand.

• General Mills has eliminated petroleum-based certified colors from its entire U.S. cereal lineup.
• Natural colors from fruits, vegetables, and spices like turmeric and paprika are now used.
• This change affects all U.S. cereals, not just kids’ brands like Lucky Charms and Trix.
• The company met its target ahead of schedule, with K-12 school food products already converted in March.
• Other General Mills products, such as cake mixes and fruit snacks, have a deadline of the end of 2027 for conversion.
• Trix previously removed artificial colors in 2015 but reverted due to consumer preference for brighter hues.
• The move is influenced by health initiatives, regulatory actions (like the FDA’s ban on Red 3), and retailer pressure from Target and Walmart.
• Competitor WK Kellogg also plans to remove artificial colors from its U.S. cereals by the end of this year.