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WK Kellogg is accelerating plans to eliminate artificial colours and the preservative BHT (butylated hydroxytoluene) from its entire portfolio of cereals and cereal packaging.
The company said production of cereals using the new recipes will begin later this year, with products expected to reach retailers before the end of 2026. The transition will include popular colourful cereal brands such as Kellogg’s Froot Loops and Apple Jacks.
As part of the reformulation programme, WK Kellogg will replace artificial colours with colours derived from natural sources, including fruit and vegetable juices and other plant-based ingredients.
The company said it has made a significant investment in its manufacturing facilities to enable the use of natural colours at scale, while maintaining the taste and quality of its products.
Extensive consumer testing was carried out during the reformulation process, with WK Kellogg saying it had identified natural alternatives capable of maintaining the distinctive colours associated with its cereal brands.
Doug VanDeVelde, chief growth officer at WK Kellogg, said: “More and more consumers are looking for foods made with simple, recognisable ingredients and we are proud to meet those expectations, even sooner than planned."
The accelerated move follows a series of steps by the company to simplify its cereal portfolio. WK Kellogg has already reformulated foods served in schools to remove artificial colours and stopped launching new products containing artificial colours from January 2026.
The company said the reformulation programme forms part of a wider effort to respond to changing consumer expectations around nutrition and ingredients.
WK Kellogg recently introduced its SPOONS on-pack nutrition guide, which highlights attributes including simple ingredients, fibre and protein. The company is also working to increase whole grains and fibre across its cereal portfolio, while reducing sugar and sodium and providing vitamins and minerals.
Jean-Baptiste Santoul, chief operating officer at WK Kellogg Co, said: “We have always evolved our food and packaging to meet the needs and preferences of our consumers and today’s announcement is just the latest evidence of that long-standing practice.”
The reformulation comes as food manufacturers continue to face pressure to simplify ingredient lists and respond to growing consumer interest in recognisable and naturally sourced ingredients.
WK Kellogg said the updated recipes are intended to deliver a “simplified” ingredient proposition without compromising on the taste or visual appeal of its cereal brands.