General Mills Eliminates Artificial Dyes from U.S. Cereals

General Mills announced that every one of its U.S. cereals, including flagship brands Lucky Charms and Trix, is now produced without artificial colors. The shift follows longstanding pressure from health advocates who cite research linking certain synthetic dyes to neurobehavioral effects in children, though the U.S. Food and Drug Administration (FDA) maintains that approved dyes are generally safe and that most children experience no adverse effects. The FDA has previously banned a petroleum-based dye, Red 3, after animal studies suggested a cancer risk.

Lucky Charms and Trix go au naturel as General Mills ditches artificial colors

• General Mills reports that 90 % of its U.S. retail products are already free of artificial dyes.

Lucky Charms and Trix go au naturel as General Mills ditches artificial colors

• The company pledged in a prior agreement with Texas Attorney General Ken Paxton to eliminate synthetic dyes from all its products by the end of 2027.

Lucky Charms and Trix go au naturel as General Mills ditches artificial colors

• Retail partners are reinforcing the trend: Target has committed to stop selling cereals with artificial colors by the end of May, and Walmart plans to remove artificial colors from its store-brand items by January 2027.

Lucky Charms and Trix go au naturel as General Mills ditches artificial colors

• Kellogg, a major competitor, announced earlier this year that its cereals will be free of artificial colors and the preservative BHT by the end of the year, signaling an industry-wide move toward natural colorants derived from fruit, vegetable juices, turmeric, and paprika.

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General Mills framed the change as a response to evolving consumer preferences while maintaining product quality and value. The company also noted that its broader portfolio—including fruit snacks and baking products—will follow the same natural-color timeline. The FDA reiterated that while most children are unaffected by approved dyes, some may be sensitive, underscoring the voluntary nature of the industry shift.

Lucky Charms and Trix go au naturel as General Mills ditches artificial colors

• “This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value,” — Bethany Quam, General Mills’ president of cereal, in a statement

Lucky Charms and Trix go au naturel as General Mills ditches artificial colors

• “As the leader in cereal, General Mills is focused on giving people what they are looking for from the brands they know and love,” — Bethany Quam, General Mills’ president of cereal, in a statement

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