Kellogg’s has announced plans to accelerate its commitment to remove artificial colors from all of its cereals one year ahead of its timeline.
The move towards natural colors is part of the company’s promise to promote health through its Make Eating Well Easy program.
WK Kellogg is ahead of schedule to remove the preservative BHT from cereal packaging a well.
The production of cereals with the new recipes, including Kellogg’s Froot Loops and Kellogg’s Apple Jacks, will begin later this year with food shipping to retailers before year-end.
The company will transition to colors that are derived from natural sources, including fruit and vegetable juices as well as other plant-based ingredients.
The business has made major investments in its manufacturing facilities to support the move to natural colors at scale.
Additionally, WK Kellogg has already reformulated foods served in schools to be free of artificial colors and discounted launches of new products with artificial colors beginning this past January.
Doug Van De Velde, chief growth officer at WK Kellogg Co said: “More and more consumers are looking for foods made with simple, recognizable ingredients, and we are proud to meet those expectations, even sooner than planned.
“We conducted extensive consumer testing to make sure these recipes deliver the great taste consumers want while maintaining the original rainbow of colors.
“It wasn’t easy, but we identified natural solutions for every color, and we’re confident families will love the updated recipes and simplified ingredients without compromising on quality or taste.”
This also highlights the brand’s recent launch of an on-pack nutrition guide, which includes its commitment to the simplicity of its cereals.
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