According to the European Food Safety Authority, it is unclear whether the colorant can do permanent damage to people who eat it. All products sold in the EU need to be free of the chemical as of August 7. Titanium dioxide, the coloring ingredient at the center of this lawsuit, has been in the spotlight lately.Įarlier this year, the European Commission announced it was banning titanium dioxide as a food additive. In 2016, General Mills launched a variety of its Trix cereal with natural colors - which were colorful, but not nearly as vibrant and didn’t include blue or green pieces. In 2017, after hearing consumer complaints and seeing sales declines, General Mills brought back Trix with artificial colors. Mars stepping back from its initial pledge was not off-base, considering consumer reactions to formerly bright products reformulated with natural colors. Mars posted a new statement about its commitment, stating it found that for the majority of its global consumers, artificial colors were not “ingredients of concern.” The company prioritized removing artificial colors from its European products - since many of them, titanium dioxide included, are not allowed there or require significant warning labels - as well as its dinnertime foods. Seven years ago, removing artificial colors from food - including titanium dioxide - was a stated priority for three CPG companies known for the bright hues of their products.īut in the years since, the changes haven’t happened in the same way the companies initially promised.
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