Kellogg, the largest breakfast cereal maker in the world, is looking to boost sales by losing artificial ingredients.
The company behind Kellogg’s Corn Flakes and the rainbow-colored Froot Loops says that roughly 75 percent of its North American cereals do not have added food coloring and more than half do not use artificial flavors, Reuters reports.
Kellogg is not the first cereal company to make this move. General Mills, maker of Cheerios and Trix, said in June that it will be eliminating food dyes and artificial flavors from its cereals.
Both Kellogg’s and General Mills have faced drops in sales from U.S. consumers who are beginning to prefer less processed foods.
The FDA has approved only seven dyes as safe to eat — often used to make candy, cereals and cakes. Concerned parents have raised concern about the safety of artificial colors. Studies in the past 40 years have suggested a link between food additives and children’s behavioral problems, but there is no clear scientific agreement on that matter.
Along with artificial ingredients, adding sugar to foods has come under scrutiny. The FDA will be requiring food labels to say how much sugar a product has, in terms of a percentage of recommended daily intake, according to Bloomberg. Sodas and cereals are often cited as examples of high sugar foods that children enjoy.
Kellogg reported better second-quarter revenue than analysts’ expected, but they faced drop in sales. The company has faced declining sales during seven of the last eight quarters.
The company has been cutting costs and trying to offer healthier foods like granola in new markets.
Kellogg said sales of its Special K cereal were improving after marketing to food for “wellness,” rather than for dieting. They have added a gluten-free version and new flavors to their line.
