April 5, 2025 – A probe into WK Kellogg was opened by the state of Texas on Saturday, alleging that the company may be violating state laws by marketing certain breakfast cereals as ‘healthy’. Food Loops, Frosted Flakes, and Apple Jacks are products under scrutiny.
These products are rumored to contain petroleum-based artificial food colorings associated with health issues like obesity and hyperactivity. The Attorney General’s office noted that while these harmful colorings have been removed from Kellogg’s products in Europe and Canada, they remain in the United States Versions.
In a statement, Ken Paxton, the attorney general of Texas, stated, “In no words should foods that contain petroleum-based artificial dyes be advertised as healthy”. He added, “There will be accountability for any company that unlawfully makes misrepresentations about its food products”.
Artificial food colorings are believed to have negative impacts on health. As a result, many governments and regulatory bodies are advocating for the use of natural food colorings, leading to the industry’s growth.
According to Coherent Market Insights (CMI), the global natural food colors market size is projected to total around US$ 3 billion in 2032. Global demand for natural food colors will likely increase at a CAGR of 8.6% between 2025 and 2032.
“Growing concerns about the potential health benefits of artificial additives, including food colors, are putting natural food ingredients into the limelight. Nations like the United States are tightening regulations and encouraging food manufacturers to adopt cleaner labels and reduce reliance on artificial components,” says a senior analyst at CMI.”
The recent investigation initiated by Texas into WK Kellogg’s health claims, particularly concerning the use of artificial food colorings in its products, underscores a growing scrutiny over synthetic food additives. It showcases the transition towards natural food ingredients. Other nations are also expected to promote natural food additive usage through regulations and other efforts.
Companies such as General Mills, PepsiCo, and Unilever have already started transitioning to natural dyes. Courtesy of this, there is a growing demand for natural food colors.
Natural food color manufacturers and suppliers could see an uptick in B2B demand from brands looking to create clean-label, health-conscious products. To capitalize on these opportunities, companies can expand their portfolios by launching new natural food colors.