Kellogg’s ‘Assurance of Voluntary Compliance’ to remove Toxic Dyes from all Cereals to come into effect by end 2027

Kellogg's Products advertised in the U.S. | Photo Credit - Kellogg's

By Vineet Malik | August 15, 2025 | India

Attorney General of Texas – Ken Paxton spent more than six months to negotiate with Kellogg’s to remove toxic dyes from its cereals. The Assurance of Voluntary Compliance (AVC) was finally signed by Kellogg’s two days back that will come into effect only by the end of 2027.

Press Release on Assurance of Voluntary Compliance signed by Kellogg's : Photo Credit - X

Following a Civil Investigative Demand (CID) against Kellogg’s in February this year, the investigation had begun in April.

Kellogg’s cereals – Froot Loops and Frosted Flakes contain Red 40 and Yellow 5 toxic colors.

Kellogg’s Misconduct

Kellogg’s early this year backtracked on its own admission to remove petroleum based harmful coloring in the United States (U.S.). Instead, the Company (Co.) removed such toxic dyes from its cereals in Canada and Europe.

Kellogg’s was found breaching the State law by misleading advertising cereals as healthy food.

It is not only about Kellogg’s

Shockingly, other companies have committed verbally and not in black and white to initiate a similar step to protect the health of consumers in America.

Paxton in April said “There will be accountability for any Co. including Kellogg’s that unlawfully makes misrepresentations about its food and contributes to a broken health system that has made Americans less healthy.”

Artificial Food Dyes and related Diseases

Artificial food dyes in cereals and other processed foods are linked to possible health problems such as Allergies, Cancer, Autoimmune Disease, Inflammation of the Colon and Colorectal health problems, Deoxyribonucleic acid (DNA) damage, Behavioural changes, Hyperactivity, Memory problems, Restlessness, Volatile moods and more.

The U.S. Food and Drug Administration (FDA) in the past issued nationwide ban on Red No.3 colorant in the public interest.

Consumers should be aware and make informed decisions by carefully reading labels and if suspected, get it promptly tested from a certified laboratory.

Artificial food dye consumption has increased by 500 percent in the last 50 years and children are the biggest consumers.

As a matter of fact, the first artificial food coloring was used in 1856 from coal tar.

These days, food dyes are prepared from petroleum.

Red 40, Yellow 5 and Yellow 6 may contain contamination that are known cancer causing substances.

Benzidine, 4-amino-biphenyl and 4-amino-azobenzene are potential carcinogens found in food dyes.

Confession made by a Global Fast Moving Consumer Giant (FMCG) over Profits over People Health

Food companies. face hurdles in swapping artificial dyes with natural colorants like turmeric or beet juice.

A spokesperson from a global fast moving consumer giant with presence of more than 200 brands worldwide spoke to The Revelation on a condition of anonymity.

“Children being our primary target consumers often do not like the taste of natural colorants extracted from turmeric or beet used in the products due to its bad smell. That further acts as a deterrent to use natural colorants and also plummets the sales of the Co. across the globe.”

Kellogg’s Worldwide Presence

Kellogg's products are manufactured and marketed in over 180 countries.

In October 2023, the company changed its name to Kellanova and spun off some assets into WK Kellogg Co.