The USA Leaders
June 18, 2025
Chicago – In a sweeping shift reflecting the pulse of modern consumer priorities, Kraft Heinz and General Mills have officially announced the removal of artificial colors and dyes from all U.S. products by 2027. This decisive move aligns two of America’s most iconic food companies with growing demands for transparency, cleaner labels, and natural ingredients in the grocery aisle.
For the business community and health-focused consumers alike, this initiative signals not just a branding evolution—but a broader transformation in how legacy food giants are repositioning themselves for the next generation.
What’s Changing and Why It Matters
The removal of artificial colors and dyes isn’t a marketing gimmick—it’s a regulatory and reputational imperative. With consumer skepticism rising over synthetic additives, particularly petroleum-derived dyes linked to behavioral issues in children and long-term health risks, both Kraft Heinz and General Mills are acting with urgency.
Federal pressure is also mounting. The U.S. Department of Health and Human Services has called for the phase-out of synthetic dyes by the end of 2026, and the FDA is ramping up scrutiny. In this climate, both companies are betting on cleaner, naturally-colored products to retain consumer trust.
Kraft Heinz: 2027 Deadline, 90% Already Dye-Free
Kraft Heinz is well ahead of the curve. Nearly 90% of its U.S. portfolio is already free of artificial dyes, thanks to earlier changes like the 2016 reformulation of Kraft Mac & Cheese with turmeric and paprika.
What’s Next:
- No new Kraft Heinz products with synthetic dyes will launch in the U.S., effective immediately.
- Products such as Jell-O, Kool-Aid, MiO, and Jet-Puffed—known for their vivid colors—will see phased reformulation or complete color redesign by 2027.
- Natural colorants like beet juice, annatto, spirulina, and red cabbage extract will replace synthetic ones where feasible.
If a suitable natural alternative doesn’t exist, the company says it will “reimagine” the product’s look rather than compromise consumer safety.
General Mills: Lessons Learned, Broader Approach
For General Mills, this announcement marks a course correction. In 2015, the company attempted to remove synthetic dyes from cereals like Trix but reinstated some after pushback from consumers disappointed with duller colors.
This time, General Mills is committing to a comprehensive and permanent removal of artificial dyes from its entire U.S. retail portfolio by 2027.
Notable Moves:
- All K-12 school foods will be dye-free by summer 2026.
- Current dye-free status sits at around 85% of its U.S. offerings.
- Cereals like Lucky Charms and snacks like Gushers will undergo reformulation using turmeric, blueberry concentrate, spinach powder, and paprika.
Unlike the 2015 attempt, this move comes with more robust consumer education and supply chain readiness.
Behind the Shift: Health, Image, and Market Trends
- Consumer Perception: Both companies are seeking to enhance their brand image among millennial and Gen Z consumers who equate natural ingredients with trustworthiness and quality. Removing synthetic dyes helps reposition these heritage brands in a market that’s moving steadily toward “clean label” food products.
- Brand Risks: Yet, change comes with risk. Reformulated products might look less vibrant or taste slightly different. If not managed carefully, that could alienate longtime loyalists—especially those who value the “classic” appearance of products like cherry Kool-Aid or rainbow cereals.
- Cost & Complexity: Natural colorants are more expensive and harder to source consistently. The reformulation process is also technically complex—some natural dyes may impact flavor, shelf life, or even texture. Companies must navigate these challenges at scale, across thousands of SKUs.
Regulatory and Industry Momentum
This reform effort isn’t happening in a vacuum.
- Health Secretary Robert F. Kennedy Jr. is pushing for a national ban on petroleum-based dyes, citing public health risks.
- The FDA has already begun restricting certain artificial colorants, pressuring the food industry to self-regulate before more stringent rules take effect.
Other major players, including PepsiCo and Kellogg’s, are now under similar scrutiny and are reportedly developing their own reformulation strategies.
What This Means for the Future of Packaged Food
This high-stakes transition is a bellwether moment for the broader U.S. packaged food sector. It represents a significant alignment between consumer advocacy, scientific research, government policy, and brand strategy.
If successful, Kraft Heinz and General Mills could set a precedent for how legacy brands regain relevance in a health-conscious era—without sacrificing flavor, identity, or market share.
However, the companies must execute carefully: balancing innovation with consistency, and cost with credibility. Success will depend not just on removing dyes, but on winning over a generation that’s reading labels like never before.
Bottom Line: The removal of artificial colors and dyes is more than a label update—it’s a calculated, consumer-driven pivot that will shape the future of food manufacturing and branding in the U.S. How well Kraft Heinz and General Mills navigate this transformation may redefine their place in the American pantry for decades to come.
