After months of investigation and negotiation, Texas Attorney General Ken Paxton announced Wednesday that WK Kellogg Co. will permanently eliminate petroleum-based artificial dyes from all of its U.S. cereals by the end of 2027. The commitment comes through a legally binding Assurance of Voluntary Compliance (AVC), making Kellogg’s the first major food manufacturer to sign such an agreement in the United States.
Paxton’s office said the move follows years of public pressure and formal inquiries into the company’s use of synthetic colorings such as Red 40, Yellow 5, and Blue 1, ingredients linked in some studies to hyperactivity, obesity, autoimmune disorders, endocrine disruption, and certain cancers. While Kellogg’s had already removed these dyes in Canada and Europe, it continued using them in American products like Froot Loops, Apple Jacks, Frosted Flakes, and Rice Krispies.
The Texas AG began investigating Kellogg’s earlier this year after the company’s public claims about removing toxic dyes in the U.S. failed to match its product formulations. In February, his office issued a Civil Investigative Demand, and by April had formally launched a probe into potential deceptive marketing, particularly Kellogg’s promotion of certain cereals as “healthy.”
“Following months of investigating and negotiating, I’m proud to officially say Kellogg’s will stop putting these unhealthy ingredients in its cereals,” Paxton said in a statement. “This agreement demonstrates their commitment to keeping this pledge, and I commend the company for doing the right thing.” He urged other food manufacturers to take similar legally enforceable steps toward cleaner ingredient lists.
Under the AVC, Kellogg’s will be held accountable for meeting the 2027 deadline, with the agreement carrying legal consequences if breached. Paxton emphasized that the change is not just about product reformulation, but about protecting children and families from deceptive health claims.
Consumer advocacy groups have long criticized major cereal brands for lagging behind global standards on artificial additives, noting that multinational companies often sell cleaner versions of the same products overseas. This legal milestone could set a precedent for broader reform across the U.S. packaged food industry.
With this move, Kellogg’s is now positioned to market its popular cereals without synthetic dyes. This change may appeal to health-conscious consumers while signaling a shift in how large food companies respond to regulatory and public health pressures.
