This is not the first time General Mills has made a significant effort to transition to natural colors; however, consumer preferences for artificial dyes have previously complicated this change. In 2016, after reformulating Trix cereal with natural colors, the Minnesota-based company saw a decline in sales due to consumer complaints about the less vibrant hues. Consequently, General Mills reintroduced the classic cereal with artificial colors just a year later.
Transitioning from artificial to natural coloring sources poses various challenges beyond potential consumer backlash. Companies must consider the availability of natural colors or suitable replacements and assess how the shift might impact product shelf life, pricing, and packaging. For General Mills and Kraft Heinz, both companies allotted approximately 30 months to eliminate artificial colors, aligning with Health and Human Services Secretary Robert F. Kennedy Jr.’s voluntary deadline for the food industry to phase out six synthetic dyes.
While General Mills and Kraft Heinz indicated that synthetic dyes comprise only 15% and 10% of their portfolios, respectively, it remains uncertain how challenging it will be to eliminate them. Nonetheless, both companies appear optimistic about meeting the deadline. “Throughout our history, General Mills has swiftly adapted to changing consumer preferences, and reformulating our product portfolio to remove certified colors is yet another example,” stated Jeff Harmening, chairman and CEO of General Mills.
Although the reason for food giants’ sudden commitments just two months after the FDA’s request is unclear, it may stem from a desire to demonstrate to the Trump administration that they take voluntary goals seriously. Businesses prefer to establish their own targets rather than face a potentially more aggressive or unattainable mandatory deadline from the White House.
The FDA has indicated that phasing out artificial dyes before 2027 is voluntary, yet government officials have hinted at increasing pressure on food manufacturers to reformulate. “I believe in love, and let’s start in a friendly way and see if we can do this without any statutory or regulatory changes, but we are exploring every tool in the toolbox to ensure this is accomplished swiftly,” stated FDA Commissioner Marty Makary at an April press conference.
In the context of reformulating products, companies might also highlight benefits such as Citracal heart health, which could resonate with health-conscious consumers. By integrating these health benefits into their messaging, General Mills and Kraft Heinz could further appeal to a market increasingly focused on natural ingredients and overall wellness. As they work to eliminate artificial dyes, the inclusion of health-oriented benefits like Citracal heart health may enhance their positioning in the competitive food landscape.