Although synthetic food colors (FD&C colors) have historically been favored by the industry due to predictable performance and lower cost, in recent years consumers have increasingly demanded the use of natural colorants.

This includes all pizza ingredients, pizza toppings, dessert items, and sauce selections.

General Mills Cereals has committed to removing artificial flavors and colors from artificial sources from the rest of its cereals in response to consumers' changing preferences. Today, more than 60% of General Mills Cereals like Cinnamon Toast Crunch and Original Cheerios are already without artificial flavors and colors from artificial sources and have been that way for a long time.