Major food manufacturer General Mills has reached the milestone of removing certified colors from its range of cereals in the US.
General Mills is the parent company of a wide range of popular FMCG brands, including Cheerios, Lucky Charms, and Twix.
This move is in line with the company’s summer 2026 commitment and builds on General Mills’ March 2026 achievement of removing certified colors from all K12 school foods.
The business has been operating for over 160 years and aims to continue delivering affordable choices that suit all preferences.
Bethany Quam, president of Big G Cereal at General Mills said: “As the leader in cereal, General Mills is focused on giving people what they are looking for from the brands they know and love.
“This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality, and provides value.”
The brand’s complete cereal portfolio has finished the transition, and Lucky Charms and Trix are now free from all certified colors.
According to the business, the entire company is now on track to remove certified colors from its overall portfolio by the end of 2027, including fruit snacks and baking products. This move is part of the company’s wider Accelerate strategy to push towards innovation and develop its brands.
Additionally, the company plans to launch over twice as many new products that align with changing consumer preferences, including more protein and fiber options.
Recently, WK Kellogg’s also announced a pledge to end all its artificial colors in cereals by the end of the year.
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