Dozens of people demonstrated outside WK Kellogg Co.’s Michigan offices on Tuesday, asking that the firm eliminate chemical dyes from its morning cereals in the United States.
Kellogg, the company behind Froot Loops and Apple Jacks, said nearly a decade ago that it would eliminate artificial colors and chemicals from its products by 2018.
The corporation has done this in other countries. In Canada, for example, Froot Loops are colored with concentrated carrot juice, watermelon juice, and blueberry juice. However, in the United States, the cereal continues to contain artificial colors and BHT, a chemical preservative.
On Tuesday, activists announced that they were bringing petitions with over 400,000 signatures urging WK Kellogg to eliminate artificial colors and BHT from its cereals. Protesters claimed there was proof that artificial dyes can cause behavioral disorders in children.
“I’m here for all the mothers who struggle to feed their kids healthy food without added chemicals,” said Vani Hari, a food activist who previously persuaded Kraft Heinz to eliminate artificial coloring from its macaroni and cheese.
The United States Food and Drug Administration claims to have researched and evaluated the impact of color additives on children’s behavior but maintains that most children have no detrimental effects when they consume them.
WK Kellogg, situated in Battle Creek, Michigan, broke off its snack segment to establish Kellanova last year. Kellanova retained the company’s international cereal business, and it now produces Froot Loops with natural coloring for markets such as Australia and the UK.
Protesters Demand Kellogg Remove Artificial Colors From Froot Loops And Other Cereals
“Today, more than 85% of our cereal sales contain no colors from artificial sources,” the business stated in a statement. “We continuously innovate new cereals that do not contain colors from artificial sources across our biggest brands, offering a broad choice of nourishing foods for our consumers.”
Kellogg said it revealed its plan to remove artificial colors and ingredients a decade ago because it believed customers wanted natural goods and would appreciate the shift. However, the corporation reported that consumer tastes varied significantly among markets.
Protesters Demand Kellogg Remove Artificial Colors From Froot Loops And Other Cereals
“For example, there is better reception to our cereal recipes that utilize natural-color alternatives within the Canadian market than in the U.S.,” according to the organization.
However, Kellogg may have to reconsider. Last month, Democratic Governor Gavin Newsom of California signed legislation prohibiting six food colors from being used in food served in public schools, making California the first state in the US to do so.
California law prohibits four of the colors currently used in Froot Loops: Red Dye No. 40, Yellow Dye No. 5, Yellow Dye No. 6, and Blue Dye No. 1.
SOURCE | AP
