WK Kellogg announced on Thursday that it will eliminate artificial colors from all its cereals by the end of 2024, accelerating its original timeline by a full year. The company had previously committed in August 2023 to complete the removal of synthetic dyes from its cereal products by the end of 2025.

The accelerated shift reflects advancements the company has made in sourcing natural ingredients to replicate the vibrant hues of popular cereals such as Froot Loops and Apple Jacks. Kellogg identified fruit- and vegetable-based juices as reliable alternatives to the synthetic dyes previously used. Additionally, the company has invested in new equipment designed to facilitate the transition to these natural colorants.

Alongside this move, Kellogg also confirmed plans to remove butylated hydroxytoluene (BHT), an artificial preservative, from the limited number of cereal products that still contain it.

Doug VanDeVelde, Kellogg’s chief growth officer, emphasized the company’s responsiveness to changing consumer preferences for simpler, more natural ingredients in their foods. He noted that the company is pleased to accelerate the timeline to meet customer expectations sooner than anticipated.

This change is part of a broader industry trend toward cleaner labels as consumer demand grows for transparency and natural product formulations. Kellogg’s decision applies across its cereal portfolio, representing a significant reformulation effort for one of the largest cereal makers globally. The company did not specify how the switch to natural colors might affect pricing or product availability.