WK Kellogg Co. plans to remove artificial dyes from its breakfast cereals in the next two and a half years, according to the company and the attorney general of Texas.
The maker of Froot Loops and Apple Jacks gave the timeline as U.S. food producers face increasing pressure from the U.S. government and consumers to phase out synthetic colorings from their products.
Texas Attorney General Ken Paxton said Wednesday that Kellogg had signed an agreement assuring his office that the Michigan-based company would “permanently remove toxic dyes” from its cereals by the end of 2027.
Paxton launched an investigation earlier this year into whether Kellogg violated state consumer protection laws by continuing to use blue, red, yellow, green, and orange artificial dyes.
Around the same time, U.S. health officials said that they would urge foodmakers to voluntarily work toward removing petroleum-based colors.
Both Kellogg and General Mills, another major U.S. cereal maker, said they would. General Mills later joined Kraft Heinz, Nestle,
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