WK Kellogg Co. plans to remove artificial dyes from its breakfast cereals in the next two and a half years. That's according to the company and the attorney general of Texas. The maker of Froot Loops and Apple Jacks gave the timeline on Thursday as U.S. food producers face pressure from the U.S. government and consumers to phase out synthetic coloring. Texas Attorney General Ken Paxton says Kellogg signed an agreement assuring his office that the Michigan-based company would "permanently remove toxic dyes" from its cereals by the end of 2027. Kellogg says it already had committed to do that and also to stop launching new products with the dyes in January 2026.

Breakfast cereal could use a lucky charm. U.S. sales of the colorfully packaged morning staple have been in a decades-long decline. Now comes news that Italian confectioner Ferrero Group plans to purchase the American company that makes Kellogg's Corn Flakes, Froot Loops, Rice Krispies and other familiar brands. Market research company Nielsen IQ says Americans bought more than 13% fewer boxes of cereal in the last year than they did during the comparable period of 2021. Concerns about food processing and sugar intake have been factors in dimming some people's enthusiasm for ready-to-eat cereal. Consumers also have expanded their idea of what breakfast can be.