The 109-year-old company is the largest breakfast cereal maker in the world. Similar companies, such as General Mills, have already pledged to remove synthetic ingredients in response to customers’ concerns about the safety of food colorings and artificial sweeteners. General Mills plans to rid artificial flavors by 2016.
Kellogg’s makes Corn Flakes, Froot Loops, Frosted Flakes, Frosted Mini Wheats, Krave, Raisin Bran, Rice Krispies, and Special K cereals. Snacks include Pop Tarts, Nutri-Grain Bars, Eggo, and Special K bars and crackers.
Reuters reported that 75 percent of Kellogg’s cereals in North America are currently made without artificial colors and more than half do not have artificial flavors.
Kellogg’s is also recasting itself as a manufacturer of “wellness” food, rather than diet food. They are taking steps to refresh the Special K brand and launch healthier food options like granola and muesli.
Reuters also reported that Kellogg’s and General Mills have noticed a decline in sales in the United States as more people opt for less-processed foods and cooked meals.