General Mills (NYSE: GIS) confirmed it has removed all certified colors from its U.S. cereal portfolio, completing a commitment made for summer 2026. The milestone covers Lucky Charms, Trix, and other brands.
The company achieved a related milestone in March 2026 by eliminating certified colors from all K-12 school foods. This broader effort reflects shifting consumer demand away from synthetic additives.
With 90 percent of General Mills' U.S. retail portfolio now certified-color-free, the company remains on track to extend the change across its full U.S. retail portfolio by the end of 2027. The next phase will include fruit snacks and baking items.
Bethany Quam, president of Big G Cereal at General Mills, said the company prioritizes consumer preferences. General Mills aims to provide food that tastes great, delivers quality, and offers value.
The company is launching more than double the number of new products this fiscal year compared to two years ago, with specific focus on increased protein and fiber options. General Mills also is emphasizing new foods featuring familiar ingredients that consumers recognize and trust.
With fiscal 2026 net sales of $18 billion, General Mills has the scale to execute this portfolio transformation while maintaining operational efficiency.
