US Breakfast Giant Removes Artificial Dyes From Cereals In MAHA-Friendly Move

General Mills announced Wednesday that all of its cereals in the U.S. are now made without artificial colors.

The American food company said in a news release that with all of its U.S. cereals — including popular options like Lucky Charms and Trix — now being free of certified colors, 90% of its total retail portfolio in the nation has completed the transition.

“As the leader in cereal, General Mills is focused on giving people what they are looking for from the brands they know and love,” Bethany Quam, president of Big G Cereal at General Mills, said in a statement. “This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value.”

General Mills also said it will launch more than twice as many new products “that align with evolving consumer nutrition preferences as it did just two years ago” during, such as products with more protein and fiber options, according to the press release. The company is currently on track to remove certified colors from its full U.S. retail portfolio by the end of 2027, per the announcement.

The announcement comes as many companies have begun phasing out artificial dyes in their food and beverage products in recent months. Nestlé announced in June that it has fully eliminated artificial colors from all of its food and beverage products in the U.S.

Health and Human Services Secretary Robert F. Kennedy Jr. notably told multiple food company executives in March 2025 that he is seeking to root out “the worst ingredients” from food across the nation and is prepared to take action to eliminate them as part of the Trump administration’s broader efforts to “Make America Healthy Again” (MAHA), CNBC reported.

“The MAHA movement is growing across the country,” Kennedy said in a June 26, 2025 X post. “We’re getting an extraordinary outpouring of cooperation from food companies who, without forced regulation, are standing up to remove harmful dyes and other non-nutritious ingredients from their foods.”