The company will switch to colors derived from natural sources, including fruit and vegetable juices, as well as other plant-based ingredients. WK Kellogg says it has invested in its manufacturing facilities to support the transition to natural colors at scale, while maintaining the same taste and quality that consumers expect.

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, recognizable ingredients and we are proud to meet those expectations, even sooner than planned," says 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."

The company says that from its earliest days, WK Kellogg Co has been a pioneer in advancing nutrition, from hiring the industry's first in-house dietitian in 1923 to introducing on-pack nutrition information in 1939 and championing the benefits of fiber, right from the start. The company notes that legacy continues as it evolves its cereal portfolio to meet changing consumer needs by increasing whole grains and fiber, reducing sugar and sodium, and delivering essential vitamins and minerals.

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.

"Bringing joy to consumers through our trusted foods and brands is what we do best at WK Kellogg, and I am thrilled that our team has accomplished this significant milestone a full year ahead of our original timeline," says WK Kellogg Co COO Jean-Baptiste Santoul. "We have always evolved our food and packaging to meet the needs and preferences of our consumers and today's announcement is just the latest evidence of that long-standing practice—yet another step in our commitment to making meaningful improvements to our cereals, while building excitement and confidence in the category."

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