‘MAHA’ claims victory as Kellogg’s announces it will remove controversial coloring ingredient from popular cereals
The White House celebrated as Kellogg’s announced that it will remove artificial colors from all its cereals by the end of 2026, a year earlier than initially promised.
When Robert F Kennedy Jr became Secretary of Health and Human Services last year in February, he pushed companies to ditch artificial dyes, a critical issue for supporters in the ‘Make America Healthy Again’ social movement backing him.
Kellogg initially said last August that it would remove synthetic dyes from its cereals by the end of 2027.
But the company said Thursday it has identified fruit- and vegetable-based juices that will give cereals like Froot Loops and Apple Jacks their distinctive colors.
The Battle Creek, Michigan-based company said it has also invested in equipment that will allow it to transition to natural colors.
The White House Rapid Response team celebrated the move as a victory for Donald Trump, Robert F Kennedy Jr and the ‘Make America Healthy Again’ movement.
On Saturday night, they tweeted: ‘TRUMP EFFECT — MAHA!’
The Daily Mail has reached out to the Department of Health and Human Services (HHS) for comment.
The White House celebrated as Kellogg’s announced that it will remove artificial colors from all its cereals by the end of this year, a year earlier than initially promised
Kellogg initially said last August that it would remove synthetic dyes from its cereals by the end of 2027. But the company said Thursday it has identified fruit- and vegetable-based juices that will give cereals like Froot Loops and Apple Jacks their distinctive colors
The company said it is also removing BHT, an artificial preservative, from the small number of cereals that still contain it.
‘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,’ Kellogg´s Chief Growth Officer Doug VanDeVelde said in a statement.
Kellogg has faced pressure for years to remove artificial ingredients from its cereals, which it has already done in other countries like Canada.
In 2024, dozens of people rallied outside Kellogg’s headquarters and delivered petitions with 400,000 signatures asking the company to remove artificial dyes and BHT.
Last August, Kellogg also signed an agreement with Texas Attorney General Ken Paxton saying it would ‘permanently remove toxic dyes’ from its cereals by the end of 2027.
Retailers are also forcing companies to act. Earlier this year, Target said it would stop selling cereals that contain artificial colors by the end of May.
Walmart has also said it will remove artificial colors from its store brands by January 2027.
Used in the American food supply for decades to give treats an appealing hue, in recent years concerns have been raised over their health effects – including studies suggesting they can cause hyperactivity, cancer and other ailments.
When Robert F Kennedy Jr became Secretary of Health and Human Services last February, he pushed companies to ditch artificial dyes, a critical issue for supporters in the ‘Make America Healthy Again’ social movement backing him
European countries have already banned them or heavily restricted their use, requiring warning labels disclosing the health risks.
But American regulators have said there is not enough evidence that the dyes cause health issues.
Kennedy vowed on the campaign trail to remove the dyes from America’s food supply, tapping into concerns about harmful ingredients and their potential link to the US’ chronic illness epidemic.
The HHS Secretary met last year with industry food leaders and told them to proactively remove the dyes from foods or he would be forced to act.
At the Washington gathering, there were the CEOs of Kellogg’s, Smucker’s and General Mills.
The dyes are known as petroleum-based because they are often made by combining a product from petrol with another substance to create the brilliant color.
Natural alternatives are available, and are already used in multiple products in Europe – including in Skittles.
The dyes have been linked to multiple health problems in animal studies, including cancer and a higher risk of developing tumors.
In 2024, dozens of people rallied outside Kellogg’s headquarters and delivered petitions with 400,000 signatures asking the company to remove artificial dyes and BHT
There are also concerns that the bright colors could encourage people to eat more sweet treats, leading to weight gain, which is linked to a whole host of chronic diseases.
It follows moves from the states, with both California and West Virginia passing laws to ban some artificial food colorings. There are at least 30 others, mostly Democrat, considering similar legislation.
The FDA recently ordered that Red 3 must be removed from foods sold in the US by 2027 and medications by 2028, over concerns it can cause cancer.
This dye is responsible for the bright red colors found in candies and lollipops, although there are now natural alternatives.
In July last year, the agency also said it would ban brominated vegetable oil over concerns it could damage the nervous system and irritate the skin.
This ban, affecting sodas like Sundrop, came into force in August 2024 – with companies having one year to reformulate their products.
Many states are also seeking a ban on Red 40, or Allura red – found in several popular snacks including Doritos, Skittle and Pepsi.
Yellow 5 is also on the chopping block, which has been linked to potentially triggering hyperactivity in children and damage to DNA. It is also used in Doritos, juices and cookies.
Similarly, Yellow 6 – found in sugary breakfast cereals like Lucky Charms – and Blue 1 – found in sweets like gummy bears – have both also been linked to hyperactivity.
Studies in animals have also suggested that Blue 2, found in sports drinks, and Green 3, found in salad dressings, raised the risk of tumors developing, particularly in the bladder and testes.
