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General Mills has completed the removal of certified colours from its entire US cereal portfolio, marking the latest step in the food company's wider effort to reformulate products in response to changing consumer preferences.
The Minneapolis-based manufacturer said all of its cereals sold in the U.S. are now made without certified colours, including brands such as Lucky Charms and Trix. The milestone fulfils a commitment the company had set for summer 2026.
It follows General Mills' announcement in March that it had removed certified colours from all of its K-12 school food products.
Bethany Quam, president of Big G Cereal at General Mills, said: “This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value.”
The cereal milestone means approximately 90% of General Mills' US retail portfolio has now completed the transition away from certified colours, according to the company.
The remaining work will include categories such as fruit snacks and baking products, with General Mills targeting the removal of certified colours across its full U.S. retail portfolio by the end of 2027.
The initiative forms part of a broader product innovation strategy centred on shifting nutrition preferences. General Mills said it expects to launch more than twice as many new products aligned with evolving consumer nutrition preferences during the current fiscal year compared with two years ago.
That pipeline includes products with higher levels of protein and fibre, as well as foods featuring ingredients that consumers may view as more familiar and recognisable.
The reformulation of major cereal brands also illustrates the technical and commercial challenge facing large food manufacturers as they seek to respond to changing expectations around ingredients without compromising the taste, appearance and brand recognition of long-established products.
General Mills generated $18bn in net sales in fiscal 2026 and markets brands including Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker and Annie's.
The transition to certified colours across the whole portfolio is set to be completed in 2027.
