Natural food colors have long faced resistance due to consumer preferences for brighter, artificial hues. When General Mills reformulated its Trix cereal in 2016 using natural colors, sales dropped as customers criticized the duller appearance. Just a year later, the company reintroduced the original version with artificial dyes in response to demand.
Switching from synthetic to natural colorants brings more than just marketing challenges. Food manufacturers must also assess the availability of natural alternatives, their impact on shelf life, pricing, and even packaging. For companies like General Mills and Kraft Heinz, the transition is complex—not just technically, but logistically.
Both companies have now committed to phasing out artificial colors over a 30-month timeline, which aligns with the voluntary deadline set by Health and Human Services Secretary Robert F. Kennedy Jr. for the removal of six synthetic dyes across the food industry.
Though synthetic dyes account for only about 15% of General Mills’ and 10% of Kraft Heinz’s product portfolios, the path to elimination isn’t entirely straightforward. Still, both companies have expressed confidence in reaching their goals.
“Across the long arc of our history, General Mills has moved quickly to meet evolving consumer needs, and reformulating our product portfolio to remove certified colors is yet another example,” said Jeff Harmening, General Mills chairman and CEO.
Why companies are suddenly making public commitments just two months after the FDA’s request remains unclear. However, it may reflect a desire to demonstrate responsiveness to the Trump administration’s voluntary guidelines—preempting the possibility of stricter, mandatory regulations that could prove more difficult or costly to implement.
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