Kellogg's accelerates removal of artificial colours and BHT from cereals and cereal packaging

WK Kellogg Co has announced it will complete the removal of artificial colours and the preservative BHT from its cereal portfolio and cereal packaging a year ahead of its original schedule.

The company said production of reformulated cereals, including Kellogg's Froot Loops and Kellogg's Apple Jacks, will begin later this year, with products expected to reach retailers before the end of the year.

As part of the reformulation, artificial colours will be replaced with colours derived from natural sources, including fruit and vegetable juices and other plant-based ingredients. WK Kellogg said it has invested in its manufacturing facilities to enable the transition to natural colours at scale while maintaining the taste and quality of its cereals.

The changes also follow the recent introduction of the company's SPOONS on-pack nutrition guide, which is intended to provide consumers with nutritional information and reflects its focus on simplifying cereal formulations.

WK Kellogg said the latest changes build on its long-standing approach to nutrition, highlighting milestones such as appointing an in-house dietitian in 1923 and introducing on-pack nutrition information in 1939. The company added that it continues to adapt its cereal range by increasing wholegrain and fibre content, reducing sugar and sodium where possible, and providing essential vitamins and minerals.

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. 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.

Jean-Baptiste Santoul, Chief Operating Officer, WK Kellogg Co.

Ahead of the wider reformulation programme, WK Kellogg said it had already removed artificial colours from cereals supplied to schools and had stopped introducing new products containing artificial colours from January this year.