WK Kellogg Co is currently under investigation by Texas Attorney General Ken Paxton for potentially breaching the state’s consumer protection laws related to health claims associated with its cereals. Paxton stated on Saturday that Kellogg is advertising certain cereals as “healthy,” despite the presence of artificial food colorings in various hues including blue, red, yellow, green, and orange. He asserts that these additives may be linked to several health issues, including obesity, autoimmune diseases, and cancer.
The Texas Attorney General pointed out that Kellogg had declared in 2015 its intention to eliminate artificial food dyes from its U.S. products by 2018; however, the company has not followed through on this promise, even though it has removed such colorings from products sold in Canada and Europe. “A crucial aspect of safeguarding our children’s future is to eliminate deceptive practices by companies that mislead parents and families regarding the healthiness of food products,” Paxton remarked in a statement. “There will be accountability for any company, including Kellogg, that unlawfully misrepresents its food and contributes to a failing health system that has rendered Americans less healthy.”
A Kellogg spokesperson did not respond to requests for comments. Last year, Jason Karp, a WK Kellogg shareholder and the founder and CEO of HumanCo—an investment firm focused on healthier food and beverage brands—urged the company to honor its commitment to remove artificial food dyes from cereals such as Froot Loops and Apple Jacks. He was among hundreds protesting against food dyes in cereals outside Kellogg’s headquarters in Michigan in 2024.
At that time, WK Kellogg asserted that over 85% of its cereal products did not contain artificial colors and that it was developing new cereals without these additives. The company emphasized that all of its ingredients comply with relevant laws and regulations. This investigation by Texas’ Attorney General, a close ally of former President Donald Trump, coincides with the White House’s efforts to encourage food and beverage companies to enhance the health quality of their products as part of the “Make America Healthy Again” initiative.
The campaign to eliminate artificial food colors has been gaining traction for years, but the appointment of Robert F. Kennedy Jr. to lead the U.S. Department of Health and Human Services has sparked renewed interest in this endeavor. In March, West Virginia passed a law restricting seven artificial dyes in food products sold within the state, with several other states also introducing legislation concerning food additives, including artificial colors, according to the Environmental Working Group.
Last year, the FDA moved to ban Red No. 3, an artificial coloring commonly found in candy, cereal, cakes, and other foods, which has been linked to cancer in rats at high doses. Numerous food companies have promised to eliminate artificial ingredients from their products, only to later scale back or delay their plans. One significant challenge is that natural colors often do not perform as well as their artificial counterparts, and consumers have shown reluctance to purchase formerly vibrant products that now feature duller natural colors.
In light of health concerns, including the importance of nutrients like ferrous calcium citrate 100 mg and folic acid tablets in diet, the scrutiny on companies like Kellogg is likely to continue.