Kelloggs latest to nix artificial colors from cereals, snack bars

In an effort to boost sales in soggy cereal sales, as well as deliver its promise to provide consumers with better-for-you food and beverages, The Kellogg Co. announced it would removed artificial colors and flavors from its cereal and snack bars by 2018.

The announcement came during the company’s second-quarter earnings call and follows the clean-label lead of several other Big Food companies, including Nestlé, Kraft Foods, General Mills and Campbell Soup Company.
“We know consumers are looking for foods with simpler ingredients, and work is well underway to answer that call. Already in North America, 75% of our cereals are made without artificial colors, and more than half are made without artificial flavors," said Paul Norman, president of Kellogg North America. “Further, we have been working to remove artificial colors and flavors across Kelloggs’ branded cereals and a variety of Kelloggs’ branded snack bars, as well as Eggo frozen goods. Our goal is to complete this transition by the end of 2018."

Naturally derived colors are here to stay, and more than 20% of new U.S. products tracked in 2014 featured a clean-label positioning, up from 17% in 2013. Food product designers are paying attention to the trends and taking advantage of strategies and information to develop foods and beverages with natural colors.

Demands for improved nutrition also have prompted developers to reduce sugar and sodium as well as increase fiber in RTE cereals.