WK

"We are reformulating our cereals served in schools to not include FD&C colours by the 2026-27 school year," says a spokesperson for WK Kellogg, the company behind Kellogg's.

WK Kellogg shares rose by more than 50% in after-hours trading in New York after the reports.

WK Kellogg and Ferrero did not immediately respond to BBC requests for comment.

At this time, the FDA and food companies — including PepsiCo, General Mills, Mars and WK Kellogg — don’t have a formal agreement to remove artificial dyes, but an “understanding,” according to Kennedy.

On Tuesday, hundreds of protestors assembled outside the WK Kellogg headquarters in Michigan, urging the company to remove artificial dyes from its breakfast cereals sold in the U.S.