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Kellanova, the food company behind popular brands like Eggo, Nutri-Grain, and RXBAR, has announced a major step forward in its clean-label commitment: it plans to fully eliminate synthetic FD&C food colourings from all its products sold in the United States by the end of 2027.
In a statement, the company said it’s on track to complete the removal of artificial colours from foods served in K-12 schools by the 2026–2027 school year and from its retail food lineup by December 31, 2027.
So far, progress has been promising. Kellanova reports that 95% of its school food products and 80% of its retail foods in North America are already made without FD&C artificial colours, a class of synthetic dyes commonly used to enhance the appearance of food but often avoided by health-conscious consumers.
The move comes as part of a broader effort by the company to respond to changing consumer preferences. Today’s shoppers are increasingly seeking foods made with simpler, more natural ingredients, without compromising on flavour, quality, or safety.
“We’re focused on evolving our products to meet the needs of modern families,” the company shared in a recent update. That includes not just cutting artificial colours, but also reducing added sugars, sodium, and saturated fat, while increasing beneficial ingredients like fibre, protein, and essential nutrients.
Several of Kellanova’s flagship brands have already undergone a full transition. Eggo’s entire frozen waffle and pancake range is now free from both artificial colours and flavours. Nutri-Grain snacks, RXBARs, Club crackers, and Toasted crackers have also removed synthetic colours from their ingredient lists. Additionally, many items from the Morningstar Farms line, including their plant-based burgers, hot dogs, and appetisers, now come without artificial colouring.
For the remaining products still containing FD&C dyes, the company says it is actively testing and developing natural alternatives that won’t compromise the taste, texture, or safety standards that consumers expect.
Kellanova’s initiative is part of a growing industry trend as major food producers shift toward more transparent and consumer-friendly labelling.