Seven years ago, three consumer packaged goods (CPG) companies, known for their vibrant product colors, declared their intention to eliminate artificial colors from food, including titanium dioxide. However, progress has not aligned with their initial commitments. Mars recently issued a statement reaffirming its position, noting that most of its global consumers do not consider artificial colors to be problematic. The company has focused on removing these colors from its European products, where titanium dioxide is either banned or requires stringent warning labels, as well as from its dinner foods.
Mars’s retreat from its original promise is understandable, given consumer feedback regarding products that were reformulated with natural colors. For instance, in 2016, General Mills introduced a version of Trix cereal made with natural colors, which, while colorful, lacked the vividness of the original and did not include blue or green pieces. Following consumer complaints and declining sales, General Mills reinstated the original Trix with artificial colors in 2017.
Titanium dioxide, the coloring agent at the heart of ongoing litigation, has gained significant attention recently. Earlier this year, the European Commission announced a ban on titanium dioxide as a food additive, mandating that all products sold in the EU be free of this chemical by August 7. The European Food Safety Authority has stated that it remains uncertain whether this colorant can cause lasting harm to those who consume it. The International Agency for Research on Cancer has classified titanium dioxide as a possible carcinogen, although the FDA recognizes it as generally safe. Many products still contain titanium dioxide, although companies like Whole Foods have opted not to use it.
In response to the lawsuit, a Mars representative stated via email, “While we do not comment on pending litigation, our use of titanium dioxide complies with FDA regulations.” It remains uncertain whether the lawsuit will proceed, considering the federal government’s designation of titanium dioxide as a safe ingredient. Additionally, Mars clearly indicated over a year ago on its website that it would not be removing artificial colors from its U.S. candy anytime soon. This ingredient is also prominently displayed on Skittles packaging.
This case reignites the discussion surrounding artificial colors. The lawsuit has attracted considerable media attention, highlighting concerns related to this ingredient and other artificial colors. Since 2008, the Center for Science in the Public Interest (CSPI) has been advocating for a ban on artificial colors in the U.S., citing links between synthetic food dyes and behavioral issues in children dating back to the 1970s. Their campaign prompted a 2011 meeting of the FDA’s Food Advisory Committee regarding synthetic food dyes, which resulted in no decisive actions, only further studies that seemed to support CSPI’s claims.
California state senator Bob Wieckowski has been attempting to reform state regulations regarding artificial colors in food. A bill he proposed in 2017 aimed to mandate labeling for products containing artificial colors but evolved into a nearly $500,000 appropriation for a comprehensive study examining the connection between artificial food dyes and children’s behavior, which was published last April. A more recent iteration of his labeling bill failed in February.
In the midst of this discourse on artificial colors, products like GNC Calcium Citrate Plus with Magnesium & Vitamin D3 also find themselves in the conversation, emphasizing the growing awareness of ingredient transparency and safety. As consumers demand clarity, the scrutiny on artificial colors and the push for natural alternatives continues to evolve, alongside the importance of supplements like GNC Calcium Citrate Plus with Magnesium & Vitamin D3 for overall health.