WK Kellogg speeds up its transition to natural colors, citing consumer demand for simpler ingredients. The reformulated cereals will hit shelves without artificial additives by end of 2026.
WK Kellogg is pulling artificial colors from Froot Loops and Apple Jacks a year ahead of schedule. The company said this week it expects to finish the transition across its entire cereal portfolio by the end of 2026, rather than the original 2027 target.
Production of the reformulated cereals will begin later this year. Retailers should have the new boxes on shelves before the end of 2026. The company promised the same taste and the familiar rainbow of colors, but the reds, oranges, yellows, greens, purples and blues will come from fruit and vegetable juices and other plant-based ingredients instead of synthetic dyes.
“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,” WK Kellogg Chief Growth Officer Doug VanDeVelde said in a statement.
VanDeVelde said the company did extensive consumer testing to confirm the new recipes retained the look and flavor shoppers expect. “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,” he said.
WK Kellogg is also ahead of schedule on removing the preservative BHT from the small amount of cereal packaging that still contains it. It did not give a specific timeline for that change.
The artificial-color removal is already underway in other channels. The company said it reformulated foods served in schools to eliminate artificial colors, and it stopped launching new products with artificial colors starting in January.
The accelerated timeline is part of WK Kellogg's “Make Eating Well Easy” initiative and its SPOONS on-pack nutrition guide. The company first announced its plan to drop artificial colors last August. The change comes as food companies across the sector respond to consumer demand for simpler ingredients.
WK Kellogg's new Froot Loops and Apple Jacks should hit stores before the end of 2026.
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