WK Kellogg Co has announced an accelerated timeline to eliminate all artificial colors and the preservative BHT across its full portfolio of cereals and cereal packaging. Production of cereals with the new recipes, including Kellogg’s Froot Loops and Kellogg’s Apple Jacks, will begin later this year, with food shipping to retailers before year-end.
The company will switch to colors derived from natural sources, including fruit and vegetable juices, as well as other plant-based ingredients. WK Kellogg has made a significant investment in its manufacturing facilities to support the transition to natural colours at scale, while maintaining the same taste and quality.
The transition also reflects the company’s recent launch of the SPOONS on-pack nutrition guide and its commitment to the simplicity (the “S” in SPOONS) of its cereals.
“More and more consumers are looking for foods made with simple, recognisable ingredients and we are proud to meet those expectations, even sooner than planned,” said Doug VanDeVelde, Chief Growth Officer, WK Kellogg Co. “We conducted extensive consumer testing to make sure these recipes deliver the great taste consumers want while maintaining the original rainbow of colors – red, orange, yellow, green, purple and blue – that fans of Froot Loops and other colorful cereals have come to love. 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.”
In preparation for removing artificial colors from its entire portfolio, WK Kellogg has already reformulated foods served in schools to be free of artificial colors and discontinued launches of new products with artificial colors beginning this past January.
