General Mills investigated for bringing back artificial coloring after pledging removal in Texas

Austin, Texas – Texas Attorney General Ken Paxton has launched a formal investigation into General Mills, Inc., taking aim at the food giant for allegedly misleading the public about the health value of some of its most recognizable breakfast cereals.

The move comes after Paxton issued a Civil Investigative Demand (CID) to the company, signaling the start of a deeper inquiry into whether General Mills violated Texas consumer protection laws by labeling products like Trix and Lucky Charms as “healthy” or a “good source” of essential nutrients, despite containing synthetic, petroleum-based food dyes.

“Under my watch, big food companies should be on high alert that they will be held accountable if they put toxic ingredients in our food and engage in false marketing,” said Attorney General Paxton.

“I’m proud to stand with the Trump Administration and Secretary Kennedy in taking on petroleum-based synthetic dyes and will always fight to protect the health of the American people. That includes working tirelessly to ensure that food products are not illegally and deceptively marketed by corporations, which is why I’ve launched this investigation into General Mills.”

At the center of the investigation is the use of artificial food coloring, substances that research has linked to a range of adverse health effects, particularly in children. While many American parents might not be aware of the risks, Paxton pointed out that General Mills markets similar cereals without synthetic dyes in countries where such ingredients are more tightly regulated.

The controversy is further intensified by what critics see as a pattern of backtracking. Back in 2015, General Mills received praise after publicly committing to remove artificial dyes from six of its cereals. That change was short-lived. By 2017, the company quietly reverted course and resumed the use of artificial coloring, without notifying consumers or offering any warnings on the packaging.

Paxton noted that while the company profited from the initial removal and earned goodwill from families, it failed to uphold that promise. “Texans aren’t second-class consumers,” he said. “If healthier versions of these cereals exist overseas, then our children deserve the same treatment here.”

This latest action comes on the heels of an ongoing probe by Paxton’s office into Kellogg’s, another major player in the food industry, also accused of misleading marketing practices.

While the investigation is still in its early stages, Paxton made it clear that companies operating in Texas will be held accountable for what they put in their products—and how they present them to the public.

General Mills has not yet publicly responded to the CID.