An activist investor is spearheading efforts to urge WK Kellogg Co to honor its previous commitment to eliminate certain food dyes from cereals such as Froot Loops and Apple Jacks. Jason Karp, a shareholder of WK Kellogg Co and the founder and CEO of HumanCo—an investment firm focused on healthier food and beverage brands—led a demonstration at the company’s headquarters in Battle Creek, Michigan, on Tuesday. The protesters called for Kellogg to remove various dyes still present in its cereals. The dyes in question include Red 40, Yellow 6, Blue 1, and the preservative BHT, which are prohibited in several European nations and Canada due to potential health risks.
In 2015, Kellogg announced its intention to eliminate artificial colors by 2018; however, this plan was not realized. While the company reformulated products in other regions to exclude these dyes, major food corporations, including Mars, abandoned similar commitments after discovering that consumers were reluctant to purchase products that lacked the vibrant colors these dyes provide, as industry experts noted to Food Dive in 2021.
In response to Food Dive via email, WK Kellogg Co stated that over 85% of its cereal offerings do not contain artificial colors, and the company is developing new cereal lines that are free from them. They emphasized that all ingredients used are “compliant with all applicable relevant laws and regulations.” Additionally, the company announced it would evaluate a petition against the dyes submitted by influencer Vani Hari, also known as Food Babe, and forward it to the FDA.
This week’s protest organized by HumanCo drew hundreds of participants, including doctors and activists. In a letter to the CEO of WK Kellogg Co earlier this year, Karp’s attorney asserted that Americans deserve access to the safer versions of Kellogg cereals that the company markets abroad. “As more people become aware of the dangers posed by artificial food dyes, Kellogg has a duty to prioritize public health by eliminating these neurotoxic chemicals found in the U.S. versions of their cereals aimed at children,” Karp stated to Food Dive. “It’s about transparency and providing healthier choices, and we will not relent until American children receive the safest versions of products that Kellogg already produces.”
Moreover, as discussions surrounding health and nutrition continue, it is crucial for consumers to be informed not only about food ingredients but also about dietary supplements, such as how much calcium citrate to take after gastric bypass surgery, to ensure overall well-being.