Lucky Charms and Trix go au naturel as General Mills ditches artificial colors

General Mills said Wednesday it has removed artificial colors from all its U.S. cereals, including Lucky Charms and Trix.

General Mills said Wednesday it has removed artificial colors from all its U.S. cereals, including Lucky Charms and Trix.

The Minneapolis company has shifted to fruit- and vegetable-based dyes as well as colors derived from spices like turmeric and paprika to give its cereals their customary bright colors.

“This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value,” said Bethany Quam, General Mills’ president of cereal, in a statement.

General Mills said 90% of its U.S. retail products are now free of artificial dyes. Products that still contain artificial colors, like some Betty Crocker cake mixes and Fruit Roll-Ups, will transition to natural dyes by the end of 2027, the company said.

General Mills is the second big cereal maker to announce a transition to natural dyes. WK Kellogg, which makes Froot Loops and Apple Jacks, said earlier this month that it will remove artificial colors from all its U.S. cereals by the end of this year.