Texas Launches Investigation into General Mills Over “Healthy” Labeling of Cereals with Artificial Dyes
AUSTIN – Texas Attorney General Ken Paxton has launched an official investigation into General Mills, Inc., alleging the food giant misled consumers by marketing sugary, artificially colored cereals like Trix and Lucky Charms as “healthy.” The move comes as part of a broader crackdown on deceptive food labeling and potentially harmful additives that Paxton says endanger public health—especially that of children.
In a Civil Investigative Demand (CID) issued May 13, Paxton’s office accused General Mills of violating Texas consumer protection laws by advertising its products as a “good source of vitamins and minerals” while including petroleum-based synthetic dyes known to pose health risks. These dyes—such as Red 40, Yellow 5, and Blue 1—have been linked in multiple studies to hyperactivity, endocrine disruption, autoimmune issues, obesity, and even cancer, particularly in children.
“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. “We cannot allow deceptive practices that put profit over the health and safety of Texans.”
A Broken Promise
General Mills had previously pledged in 2015 to remove artificial dyes from several of its top-selling cereals in response to consumer demand and growing scrutiny of synthetic additives. The company profited from the health-conscious move and received widespread media praise.
However, just two years later, General Mills quietly returned to using petroleum-based dyes in many of those same cereals, without issuing clear warnings to American consumers. While products sold in Europe and other international markets remain free of these dyes—often due to stricter regulatory standards—U.S. versions continue to include them.
“This is not just a question of health, but of honesty and accountability,” Paxton said. “Texans deserve to know what’s in their food and to have the same protections afforded to consumers overseas.”
Wider Pattern of Scrutiny
Texas is not alone in raising red flags. States including California, New York, and Illinois have introduced or considered legislation targeting the use of synthetic dyes and deceptive labeling practices. In October 2023, California became the first state to ban four food additives—Red Dye 3 among them—citing carcinogenic and neurotoxic effects.
Attorney General Paxton is also conducting a parallel investigation into Kellogg’s for similar violations of Texas consumer protection laws, targeting cereals such as Froot Loops and Apple Jacks. These cases underscore a broader effort by Paxton’s office to police corporate claims in the food industry.
Related Cases and Consumer Action
This latest action builds on a growing list of consumer protection lawsuits and investigations under Paxton’s tenure. Previous cases have included:
- CVS Health (2024): Investigated for price discrepancies between shelf tags and register totals.
- Pfizer (2023): Sued over misleading statements about COVID-19 vaccine efficacy in minors.
- Google (2022): Fined over deceptive location tracking practices.
If General Mills is found to have violated state law, the company could face civil penalties, be required to provide warnings on its packaging, or be forced to reformulate products sold in Texas. The Attorney General’s office is also exploring the possibility of seeking restitution for consumers who may have been misled by the “healthy” labeling.
What Happens Next?
The CID compels General Mills to provide documents and data related to its labeling, marketing strategies, and use of synthetic dyes. Depending on the findings, the Attorney General may file a formal lawsuit or reach a settlement demanding corrective action.
Until then, Paxton is urging consumers to be vigilant about food labeling and to report any products they believe may be deceptively marketed.
To view the Civil Investigative Demand or learn more about the case, visit:
www.texasattorneygeneral.gov
Press Office: (512) 463-2050
Communications@oag.texas.gov
SIMILAR CASES IN OTHER STATES:
- California: Passed the California Food Safety Act banning additives including Red Dye 3 (2023).
- New York: Proposing legislation requiring warning labels on foods with synthetic dyes.
- Illinois: Introduced bill in 2024 to limit marketing of dyed foods to children.
This investigation represents a growing wave of state-led efforts to hold food companies accountable for the long-term health implications of their products and the transparency of their marketing.
