General Mills has met its own deadline to remove artificial colors from all its cereals, including Trix and Lucky Charms, sold in the United States.

The company said Wednesday it met its deadline to remove these colors by the end of the summer and will strive to remove them from all U.S. grocery store products by the end of 2027.

Opponents of these dyes have argued consuming them can lead to health concerns.

“As the leader in cereal, General Mills is focused on giving people what they are looking for from the brands they know and love,” said Bethany Quam, the leader of General Mills’ cereal business, in a news release. “This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value.”

Based in Golden Valley, General Mills has long sold pantry staples such as Cinnamon Toast Crunch and Cheerios. These products make up a significant chunk of the company’s grocery store product portfolio, which includes Gushers, Totino’s Pizza Rolls and more.

Pressure has mounted in recent years on big food companies to make their products healthier as the “better-for-you” food trend swept through households. This, and government oversight, has spurred food companies to change some of their ingredients and the use of artificial colors such as Red No. 40, Yellow No. 5 and Blue No. 1 in their products.

General Mills committed in July 2025 to remove artificial dyes from school food by the summer of 2026, a goal it met months early this March.

The company, which is looking to increase sales, said in a news release Tuesday that it has nixed the colors from 90% of its U.S. grocery store foods.

The colors removal, the company said, “reflects how General Mills continues to evolve with consumers by delivering great-tasting, affordable choices while expanding its range of options available for different needs and preferences.”

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