Kellogg rival General Mills, the largest cereal maker in the U.S., said last summer it would also remove artificial colors from its U.S. retail portfolio by the end of 2027. The Cheerios maker had tried to remove artificial colors before for Trix in 2016, though it brought the synthetic colors back after about a year following consumer complaints about the duller appearance. Stacy Flathau, a Kellogg spokesperson, said the FDA is “well aware of our journey” to remove artificial colors. Nearly every major food company pledged to follow through, including Kraft Heinz, General Mills and The Campbell’s Company. However, an industry-wide shift could prove difficult for companies in sectors like beverages and confectionery, which are more reliant on artificial colors.