Say goodbye to the rainbow: General Mills announces huge change

General Mills cereals are getting a drastic update.

Jun 20, 2025 - 17:06

Say goodbye to the rainbow: General Mills announces huge change

Growing up, I could always count on my cereal bowl being a swirl of bright pinks, blues, and yellows. Whether it was Lucky Charms, Trix, or Froot Loops, those colors were part of the fun...and the sugar rush.

Even now, when I pass the cereal aisle, it’s hard not to feel a little nostalgic looking at those rainbow-filled boxes.

But in 2025, bright doesn’t necessarily mean better. Consumer demand has shifted. More parents are checking labels. Clean ingredients are in, and artificial dyes are out.

I eat extremely clean now. I’ve become one of those label-checkers, carefully scanning ingredients before buying.

So while part of me misses the neon-colored nostalgia, I get why this shift is happening...and honestly, I’m here for it.

That puts brands like General Mills in a tough spot: keep the bold, cartoon-colored classics or adapt to a new generation that cares more about what’s inside than how flashy it looks.

The pressure to evolve isn’t new, but the next step might be the brand’s biggest yet.

General Mills pledges a big change for K-12 school meals and cereal.
Image source: Shutterstock

General Mills cuts artificial colors from its U.S. food lineup

General Mills is going all in. The company is officially committing to a 100% dye-portfolio across its U.S. food lineup.

That includes removing certified colors from all cereals and K-12 school foods by summer 2026, with the full retail lineup following by the end of 2027.

While nearly 85% of its retail offerings already avoid certified colors, and with that number even higher in school meals, this isn’t just another quiet reformulation. It’s a public, company-wide declaration that artificial dyes are out for good.

“Across the long arc of our history, General Mills has moved quickly to meet evolving consumer needs,” said CEO Jeff Harmening in the announcement.

“Knowing the trust families place in us, we are leading the way on removing certified colors in cereals and K-12 foods by next summer.”

It’s not the first time the company has made changes like this. In recent years, General Mills has doubled the vitamin D in its cereals, slashed sugar in its school lineup, and reduced sodium by 20% in key categories.

This latest update doesn’t mean cereal will go colorless. It just means colors will be sourced differently. Think beet juice, turmeric, and other plant-based options instead of Red 40 or Yellow 6.

Still, some fans may notice a difference.

General Mills embraces dye-free shift as food trends evolve

For General Mills, this isn’t just about food coloring...it’s about brand positioning in a crowded market.

Breakfast is more competitive than ever. Parents are skipping the cereal aisle in favor of protein-packed bars, Greek yogurt, or overnight oats. Others are switching to smaller brands that market themselves as “clean” from the start.

This reformulation is a strategic attempt to win back trust and market share by aligning with consumer values. Especially in schools, where institutional buyers are under pressure to serve healthier meals, dye-free options may give General Mills an edge.

And it’s not just institutional buyers driving the change.

According to a 2024 AP-NORC poll, about two-thirds of Americans support restricting or reformulating processed foods to remove artificial dyes and added sugars — a sign that dye-free cereals aren’t just a trend but a necessity.

It also signals a long-term shift. As food regulations evolve and retailers push for cleaner labels, moves like this won’t just be optional...they’ll be expected.

Even U.S. Secretary of Health and Human Services Robert F. Kennedy Jr. has made clean ingredients a focal point, backing broader efforts to "Make America Healthy Again" and calling for a national ban on artificial food dyes.

This stance is putting even more pressure on food companies to align with shifting standards.

And while some may mourn the slightly duller bowl of Trix, the message is clear: the rainbow might be fading, but General Mills is making sure their cereals stay magically delicious.