Is the Gov't Coming for Your Froot Loops?
Waking up on a Saturday morning and watching cartoons is a time-honored tradition for many grade school kids. And generally, for those kids, the best kinds of cereals don’t look — or taste — like anything you’d find in nature. One such staple of countless pantries across the country are the cherished Froot Loops — perhaps conveniently not spelled F-R-U-I-T, because they most definitely don’t contain any of that.
While the lack of any real fruit might be a selling point if you’re seven, parents usually don’t see it the same way. As such, Kellogg has faced at least four different class action lawsuits accusing the grain giant of misleading consumers with images suggesting it contains real fruit. But some of these cases were dismissed for technicalities such as improper service. In one case, though, a judge actually ruled that "Froot" cannot be interpreted as "fruit" and that the cereal doesn't resemble actual fruit.
Considering that Tucan Sam continues to line the shelves of pretty much every American grocery store, it’s no surprise that these lawsuits haven’t made much of a dent for Kellogg. But now, the cereal king’s luck may be about to change. At the center of it? Our newly-elected president’s nominee to keep the country healthy: RFK.
RFK on a Mission
President-elect Donald Trump has chosen Robert F. Kennedy Jr. to lead the Department of Health and Human Services (HHS). Froot Loops have managed to land in RFK’s crosshairs from his broader mission to address chronic health issues in the U.S. by eliminating harmful chemicals and ingredients from the food supply. As a vocal critic of processed foods, Kennedy has specifically highlighted the use of artificial food dyes in cereals like Froot Loops, which he argues contribute to health problems, particularly in children. He has expressed concerns that these dyes, while making the cereals more visually appealing, are harmful and likened their presence to "poisoning our kids."
Despite the FDA's approval of these dyes as safe, Kennedy continues to push for their removal—and he’s not alone.
Consumer Hoopla Over Colored Hoops
Consumer advocacy groups and activists, including prominent figures like Vani Hari (the "Food Babe") and Jason Karp, have been vocal in their opposition to the use of artificial food dyes in products like Froot Loops. They argue that these dyes, which are derived from petroleum, pose health risks such as hyperactivity in children and potential links to cancer.
These groups have been actively campaigning for the removal of artificial dyes from food products, particularly those marketed to children. Activists have organized protests, delivered petitions with hundreds of thousands of signatures, and engaged in public demonstrations to pressure companies like Kellogg to eliminate artificial dyes from their cereals.
The controversy is further fueled by the fact that while companies like Kellogg sell cereals with artificial dyes in the U.S., they offer dye-free versions in other countries where regulations are stricter. This discrepancy has been a point of contention for the activists as well as Kennedy, who argue that American children deserve the same safety standards as those abroad.
These advocacy efforts are supported by some scientific studies and reports, which suggest that artificial dyes can lead to behavioral issues in children and other health concerns. Despite the FDA's approval of these dyes as safe when used within certain limits, activists continue to push for their removal, citing a lack of recent comprehensive safety reviews and the existence of safer, natural alternatives. The movement has gained momentum, with some states like California enacting laws to restrict the use of certain food dyes in school meals.
Kellogg Stands Its Ground
Kellogg asserts that its products (not just Froot Loops, but other colorful cereals such as Apple Jacks) comply with FDA regulations. The company emphasizes that the artificial dyes used in their cereals are considered safe by scientific bodies globally and meet all applicable laws and regulations.
Kellogg maintains that the quality and safety of their foods are top priorities. They highlight that over 85% of their cereal sales come from products that do not contain artificial colors, showcasing their commitment to evolving consumer preferences and transparency in ingredient labeling.
Plus, Kellogg probably doesn’t want to end up in the shoes of others who’ve given in to similar consumer pressure.
Lessons From the Past
Some food companies have tried to eliminate artificial dyes from their products to align with consumer demands for simpler, more natural ingredients. For example, General Mills attempted to remove artificial colors from Trix, using natural alternatives like radishes and purple carrots.
Despite these efforts, companies have faced resistance from consumers who were dissatisfied with the less vibrant colors and altered tastes of the naturally colored products. This led to some companies, like General Mills, reintroducing the original versions with artificial dyes due to consumer preference for the traditional appearance and flavor.
Remember, Kellogg offers dye-free versions of its cereals in countries where artificial colors are more tightly regulated. For instance, in Canada, Froot Loops are colored with natural juices from carrots, watermelon, and blueberries, reflecting compliance with stricter international regulations.
The regulatory discrepancies between the U.S. and other countries may make a case for Americans to follow suit in cracking down on artificial coloring. Since states like California have already passed laws banning artificial dyes in Froot Loops and other food products, it wouldn't be totally out of nowhere for the federal government to do the same.
What Can We Expect?
If Kennedy gets the position of HHS Secretary, the new role would provide him with a platform to pursue regulatory changes against artificial additives in food. The FDA is part of the Department of Health and Human Services. So, will we soon see stricter regulations on American food manufacturers?
Well, the future of HHS is still uncertain and there aren’t any active lawsuits from Uncle Sam out yet. For now, it remains to be seen whether the HHS will turn out to be a cereal killer.
- Death to Red Dye 40? California Bans Artificial Colors in Food (FindLaw's Consumer Protection)
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- Consumer Reports Uncovers Lead in Lunchables (FindLaw's Consumer Protection)
