Activists call on Kellogg to remove artificial dyes from breakfast cereals in US


(MENAFN) Dozens of activists rallied outside the Michigan headquarters of WK Kellogg Co. on Tuesday, urging the company to eliminate artificial dyes from its breakfast cereals sold in the U.S. Kellogg, known for popular cereals like Froot Loops and Apple Jacks, had initially announced plans nearly a decade ago to remove artificial colors and ingredients from its products by 2018. While the company has successfully implemented these changes in other countries, including Canada—where Froot Loops are now colored with natural sources like concentrated carrot and blueberry juices—artificial dyes and BHT, a chemical preservative, remain in the U.S. versions of the cereals.

During the protest, activists delivered petitions containing over 400,000 signatures demanding that Kellogg take action. Many participants highlighted the potential link between artificial dyes and behavioral issues in children. Vani Hari, a prominent food activist known for her previous campaign against Kraft Heinz regarding artificial dyes in macaroni and cheese, stated, “I'm here for all the mothers who struggle to feed their kids healthy food without added chemicals.” This sentiment resonates with a growing public concern about food additives and their impact on health, especially for children.

The U.S. Food and Drug Administration (FDA) has reviewed the effects of color additives, concluding that most children do not experience adverse effects from consuming them. However, this has not assuaged the concerns of parents and activists who advocate for more transparency and healthier options in children's food. WK Kellogg, based in Battle Creek, Michigan, became a standalone entity last year when its snack division was spun off to form Kellanova, which retained the company’s international cereal business. Kellanova has successfully produced Froot Loops with natural dyes for markets like Australia and the U.K.

In response to the protests, WK Kellogg stated that its products are safe and comply with federal regulations. The company highlighted that more than 85 percent of its cereal sales now contain no artificial colors. “We continuously innovate new cereals that do not contain colors from artificial sources across our biggest brands, offering a broad choice of nourishing foods for our consumers,” the company said. Although Kellogg originally sought to phase out artificial ingredients based on consumer demand, they noted that preferences can vary significantly across different markets, complicating their efforts to standardize product formulations globally.

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