A month after General Mills announced its plan to cut artificial flavors and colors from all cereals, Kellogg's is jumping on the all-natural bandwagon—along with other food giants like Pepsi and Chipotle.

The 109-year-old company is setting out to remove the fake stuff from cereals and snack bars by the end of 2018. Kellogg Company is the maker of popular cereals like Frosted Flakes, Raisin Bran, Pops, Mini Wheats, and Rice Krispies, but also a wide range of snack bars like Nutri-Grain.

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As of today, the breakfast brand reports to Reuters that 75 percent of its cereals in North America are being made sans artificial colors while just over half are made without artificial flavors. By next year, Kellogg's aims to move those numbers to 90 percent. Froot Loops are already made with plant-derived colorings in other countries, such as Australia, where they are colored with paprika, caramel, carmine (a.k.a. ground-up insects), turmeric, and vegetable carbon. This is kind of a game-changer, especially for the colored milk you probably (definitely) slurp up when you're done. Now we'll feel even less bad about sprinkling an ice-cream sundae with the fruity cereal.

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