You won’t see artificial coloring in these cereals anymore

(Gray News) - General Mills has removed artificial coloring from all of its U.S. cereals.

The company behind Lucky Charms, Cheerios and Trix says 90% of its entire retail portfolio is now free of artificial dyes. General Mills is planning to reach 100% by the end of next year.

General Mills has shifted to fruit- and vegetable-based dyes as well as colors derived from spices including paprika and turmeric.

“This achievement reflects how we are evolving with consumer needs while continuing to offer food that tastes great, delivers quality and provides value,” said Bethany Quam, General Mills’ president of cereal.

In addition to cereals, General Mills sells fruit snacks and baking products. The company has already removed artificial coloring from foods served in schools.

General Mills says it is also expanding its product line to include more fiber and protein options.

General Mills is also behind brands including Häagen-Dazs ice cream, Old El Paso and Totino’s.