Kellogg Co. officials this week announced plans to eliminate artificial colors and flavors from its breakfast cereals and cereal bars.
The Battle Creek, Michigan company — the world's largest breakfast cereal maker — said that 75 percent of its cereals in North America are already made without artificial colors and that more than half are made without artificial flavors.
Kellogg hopes to eliminate them entirely by 2018. The initiative also targeted some Kellogg snack bars and its Eggo brand of frozen waffles.
The announcement follows a similar move by rival General Mills earlier this year. Both companies were forced to adjust in recent years as consumers increasingly turned away from packaged and processed foods.
“We know consumers are looking for foods with simpler ingredients, and work is well under way to answer that call,” said Kellogg North America President Paul Norman.