W.K. Kellogg’s under fire for chemicals in US cereals: Key takeaways for other producers

The US food industry is once again under scrutiny, as food activists, including Vani Hari – also known as the Food Babe, is a prominent social influencer with a 1 million following on Facebook, among millions of visitors to her blog – bring attention to a critical issue: the use of chemicals in products sold to American consumers.

The recent petition directed at Kellogg’s – now W.K. Kellogg, after the North American cereals division spun away from its snacking entity​​ – for continuing to use ingredients banned or restricted overseas, has intensified the conversation, placing producers on alert about the future of ingredient transparency and consumer trust.

At the heart of this growing movement is the Kellogg’s petition,​​ which calls for the removal of artificial food dyes and preservatives like BHT (butylated hydroxytoluene) from children’s cereals sold in the US. The petition has already garnered over 120,000 signatures and on October 15, Hari, along with activists, plans to deliver these signatures to Kellogg’s headquarters in Battle Creek, Michigan.

In an interview with Bakery&Snacks, Hari shared her motivation for addressing this issue at a recent Senate Roundtable in Washington DC, where she joined other health leaders in testifying before congressional leadership.

“This is a moral issue,” Hari told this site.

“American food companies are knowingly using ingredients here in this country that they removed abroad due to stricter regulations and to avoid warning labels. This is unethical and it needs to stop.”

The issue has resonated with parents and advocates who are calling for a level playing field. While consumers in Europe and other regions are protected by stricter regulations, Americans are being served products with ingredients deemed unsafe elsewhere. For bakery and snack producers, this situation serves as a clear signal that greater transparency and a commitment to higher standards could define the future of the industry.

The root of the problem

The crux of the issue lies in the vast differences in regulatory frameworks between the US and other countries, particularly in Europe.

As Hari noted, “Europe takes a ‘precautionary principle’ approach towards food additives that are potentially unsafe. They ban or add warning labels to these additives for their citizens. The US does not remove additives from our food supply until they have been proven dangerous – which can take a very long time and a lot of red tape.”

This precautionary approach has resulted in the removal of numerous chemicals from European food products. Yet, the same cannot be said for US American food companies operating under looser regulations, with the US Food and Drug Administration (FDA) allowing the industry to largely police itself when it comes to determining the safety of ingredients and additives. This self-regulation has led to the widespread use of over 10,000 food additives in the US, while the European Union only approves about 400.

“If a company can get away with using cheaper ingredients, they will,” said Hari.

“Given a choice, most companies will opt for the cheaper flavor enhancer, the cheaper color additive and the cheaper preservative, even if these cheaper alternatives have a negative impact on our health or are banned overseas.”

This highlights a critical question: Is it time to align with stricter international standards, even in markets that don’t yet require it? The potential for a public relations crisis – much like the one W.K. Kellogg’s is currently facing – looms large for companies that continue to use ingredients banned or restricted elsewhere.

The importance of transparency

The food industry has faced increasing scrutiny over its marketing practices, particularly when it comes to promoting products to children. In 2015, Kellogg’s announced plans to remove artificial dyes from their cereals by the end of 2018 and explore alternatives to preservatives like BHT, a chemical used as an antioxidant and preservative. However, nearly a decade later, these additives still purportedly remain in some of the breakfast cereal giant’s popular children’s cereals, including Baby Shark and Disney’s Little Mermaid-themed products.

“Kellogg’s never followed through,” contended Hari.

“Instead, they continue producing new cereals for American children with these ingredients, using the most popular toddler songs and movies to hook modern children. It’s outrageous that Kellogg’s continues targeting the most vulnerable of children with risky ingredients that they don’t use in other countries.”

For bakery and snack producers, this situation offers a stark reminder that consumer trust hinges on transparency and accountability. Companies that publicly commit to removing harmful ingredients must follow through – or risk losing the loyalty of increasingly informed and concerned customers.

While it’s true that many consumers may not be fully aware of the risks associated with certain additives, a growing segment of the population is becoming more educated about the impact of these ingredients on their health.

“Over the years, I have received countless letters from parents whose children’s health issues were improved dramatically when artificial dyes were removed from their diet,” said Hari.

“This issue is very important to American families.”

The key lesson for the industry is clear: Transparency and a genuine commitment to safer products can drive consumer loyalty while failing to follow through on promises could have lasting reputational damage.

The future of ingredient safety

The movement to eliminate chemicals from American food products is unlikely to fade away. With over 120,000 signatures on the Kellogg’s petition and growing support from health advocates and legislators, the pressure on food companies to align with international standards will only increase.

This represents both a challenge and an opportunity for bakery and snack producers. The challenge lies in the need to reformulate products without compromising on taste, appearance or shelf life. But the opportunity is even greater – to lead the industry in a direction that prioritizes health, safety and transparency.

Hari’s vision for the future of food in the US is straightforward, “Food without additives, made with ingredients that you would find in your own kitchen.”

This could be the new standard for companies that want to earn consumer trust and differentiate themselves in a crowded marketplace.

Bakery&Snacks has reached out to W.K. Kellogg for comment on the petition and the continued use of artificial additives in its products but has not yet received a response.

However, one thing is certain: The industry is at a pivotal moment and producers have a unique opportunity to rise to the occasion by prioritizing ingredient safety and transparency.

As Hari emphasized, “Americans deserve the same, safer cereals that they sell in other countries.”

The time for change is now and the bakery and snack industries are well-positioned to lead the way.