WK Kellogg is under a bombshell investigation for claiming that its cereals are “healthy” despite containing petroleum-based artificial dyes.
These colorful breakfast favorites like Froot Loops and Frosted Flakes are now under scrutiny for potentially misleading marketing while containing additives linked to cancer, hyperactivity, and obesity.
Texas Attorney General Ken Paxton’s office announced the probe last week. It targets the cereal manufacturer’s marketing practices, which position its products as nutritious options for families.
The investigation specifically examines cereals containing artificial food dyes like Red 40, Yellow 5, Blue 1, and Yellow 6.
These are petroleum-derived colorings that have faced increasing criticism from health advocates.
“A critical part of fighting for our children’s future is putting an end to companies’ deceptive practices that are aimed at misleading parents and families about the health of food products,” stated Paxton.
“Artificial food colourings have been shown to have disastrous impacts on health, and in no world should foods that include these dyes be advertised as ‘healthy,'” he continued.
The timing of this investigation aligns with a broader push against food additives in America.
Health and Human Services Secretary Robert F. Kennedy Jr. met with major food manufacturers and urged them to phase out artificial dyes by 2028.
Paxton’s investigation complements these federal efforts while asserting states’ rights to protect consumers from potentially harmful products.
What is particularly concerning for parents is that Kellogg’s has already removed these artificial dyes from their products in Canada and Europe, where regulations are stricter, but continues to use them in cereals sold to American children.
The Texas investigation comes after the cereal giant failed to follow through on previous commitments.
Despite a pledge to remove artificial colors from their cereals by 2018, many Kellogg’s products on American shelves still contain these questionable additives years after the deadline has passed.
Some states have already taken action against these products. California has banned cereals like Froot Loops in schools due to concerns over the artificial additives they contain.
Now, Texas is leading the charge to hold food manufacturers accountable for their marketing claims.
“For far too long, ingredient manufacturers and sponsors have exploited a loophole that has allowed new ingredients and chemicals, often with unknown safety data, to be introduced into the US food supply without notification to the FDA or the public,” said Kennedy.
Kennedy has directed the Food and Drug Administration to eliminate the self-affirmed GRAS (Generally Recognized As Safe) precedent that allows companies to declare food ingredients safe without FDA notification or review.
This loophole has allowed questionable additives to enter the food supply without proper oversight for decades.
WK Kellogg, which was spun off from the original Kellogg Company in 2023, now faces potential legal consequences if found to have violated Texas consumer protection laws.
The investigation could have far-reaching implications for other food manufacturers who market products containing artificial ingredients as “healthy” options.
