General Mills will remove artificial dyes from its products following an investigation and legal action by Texas Attorney General Ken Paxton.
The cereal giant agreed to phase out petroleum-based food colorings after Paxton accused the company of deceptively marketing cereals containing the additives as healthy.
The move marks a significant victory for consumer advocates who have long warned about potential health risks from synthetic dyes. These artificial colorings have been linked to hyperactivity and attention problems in children.
“General Mills removing these toxic artificial dyes is an incredible win for the health of our children and all Americans,” Paxton said. “I look forward to finalizing an agreement with General Mills to ensure that this promise is kept.”
The attorney general launched his investigation after issuing a Civil Investigative Demand to General Mills. He alleged the company illegally misrepresented products as “healthy” and “nutritious” despite containing artificial dyes.
This isn’t General Mills’ first promise to eliminate synthetic colorings. The company pledged to remove the dyes in 2015 but only briefly followed through before reintroducing products with artificial colors.
Still, the timeline appears more concrete this time. General Mills committed to removing synthetic dyes from cereals and school foods by next summer and from its entire product line by 2027.
Paxton connected his enforcement action to broader health initiatives, vowing to work with President Trump and Secretary Kennedy.
“Under my watch, big food companies that deceptively market their products and fill their foods with unhealthy ingredients have been put on notice that they will be held accountable for their actions,” he said.
The Texas investigation could spark wider industry changes. Paxton revealed his office is actively investigating other food companies, including Kellogg’s, for similar alleged misconduct.
That said, enforcement remains key. Consumer advocates will watch closely to ensure General Mills follows through on its latest commitment after breaking its 2015 promise.