WK Kellogg announced Thursday that it will eliminate artificial colors from its entire cereal lineup by the end of this year, accelerating its original timetable by a full year as consumer demand and regulatory pressure continue to grow.

The company had previously pledged to remove synthetic food dyes from all of its cereals by the end of 2027. Thursday’s announcement moves that deadline forward to the close of 2026.

Kellogg said it has successfully developed fruit- and vegetable-based color alternatives that will replace artificial dyes while preserving the familiar appearance of cereals such as Froot Loops and Apple Jacks. The Battle Creek, Michigan-based manufacturer also said it has invested in new production equipment to support the transition to naturally derived colors.

In addition to eliminating synthetic dyes, the company announced it is removing BHT, an artificial preservative, from the small number of cereal products that still contain the ingredient.

“More and more consumers are looking for foods made with simple, recognizable ingredients and we are proud to meet those expectations even sooner than planned,” Kellogg Chief Growth Officer Doug VanDeVelde said in a statement.

Kellogg has faced mounting pressure for years to eliminate artificial ingredients from its cereals, changes the company has already implemented in countries including Canada. In 2024, dozens of demonstrators gathered outside the company’s headquarters and delivered petitions bearing approximately 400,000 signatures urging Kellogg to remove both artificial food dyes and BHT from its products.

The push intensified under President Trump’s Health and Human Services Secretary, Robert F. Kennedy Jr., who has repeatedly encouraged food manufacturers to phase out petroleum-based artificial colorings. Last August, Kellogg also entered into an agreement with Texas Attorney General Ken Paxton committing to “permanently remove toxic dyes” from its cereals by the end of 2027.

Major retailers have also added pressure by changing their own product standards. Earlier this year, Target announced it would stop selling cereals containing artificial colors by the end of May, while Walmart said it plans to eliminate artificial colors from all of its private-label food products by January 2027.