General Mills and Kraft Heinz are making moves that every product maker should study carefully.
Both food giants announced a couple days ago they’re removing synthetic dyes and artificial colors from their U.S. product lines by 2027.
Not a coincidence. And it’s not because they’re legally forced to, but because they have eyes.
They saw what’s a-coming.
Health and Human Services Secretary Robert F. Kennedy Jr. has been clear he intends to phase out synthetic dyes from American pantries. The FDA banned red dye No. 3 at the beginning of this year and is working with industry to eliminate petroleum-based synthetic dyes over the next few years.
Rather than sit and wait for mandates, these companies are surfing ahead of the regulatory tsunami.
But here’s what I think is smartest about their approach: they’re not suggesting their previous products were problematic.
Not at all. Instead, they’re framing the changes as customer-focused improvements and innovations.
General Mills emphasizes that 85% of its retail portfolio already doesn’t contain certified colors.
Kraft Heinz notes that nearly 90% of its products are ALREADY free of synthetic dyes, and reminds everyone they removed artificial additives from your Mac & Cheese way back in 2016.
So, the message isn’t “we were wrong before” — but “hey, lookit us leading the industry forward.”
Strategic Sequencing Matters
Both companies are taking a phased approach that prioritizes visibility and impact:
General Mills is starting with cereals and school foods by next summer, THEN expanding to their entire retail portfolio by 2027.
Kraft Heinz is using what it calls a “three-pronged approach”:
- Remove colors where they’re not critical to consumer experience
- Replace synthetic colors with natural alternatives
- Reinvent formulations where natural replacements don’t exist
This is strategic sequencing based on consumer visibility, technical complexity, and business impact.
Lessons for Every Product Maker
Whether you’re in software, consumer electronics, or any other industry, the principles apply:
1. Read the regulatory tea leaves early These companies ain’t waitin’ around for final mandates. They had ears on congressional hearings, tracked FDA communications, and anticipated where regulations were heading. In your industry, what shifts in government priorities, consumer advocacy, or media coverage might signal coming changes?
2. Turn compliance into competitive advantage Instead of viewing regulatory pressure as a burden, both companies are positioning their changes as innovation leadership. They’re getting press coverage, differentiating from slower competitors, and building consumer trust.
3. Start with your most visible products General Mills prioritized cereals (high consumer visibility) and school foods (regulatory scrutiny). Kraft Heinz focused on products where color changes wouldn’t impact the consumer experience. Identify which of your products face the most scrutiny or would generate the most positive response to improvements.
4. Create multiple solution pathways Kraft Heinz’s three-pronged approach acknowledges that one solution WON’T work everywhere. Some products can lose the problematic element entirely, others need replacement solutions, while some require complete reinvention. Noodle out which approach works for each of your products or features.
5. Emphasize continuity, not correction Notice how both companies highlighted their existing progress rather than apologizing for past formulations. They’re saying “look how we’re expanding our leadership” rather than “sorry, we were wrong before.” Frame changes as thoughtful evolution, not admission of previous mistakes.
Your Action Plan
This week: Identify ONE potential regulatory or cultural shift that could impact your industry in the next 2-3 years. This might be privacy regulations, environmental standards, accessibility requirements, or safety protocols.
This month: Assess which of your products would be most impacted and which changes would be easiest to implement first. Create a timeline that addresses the most visible or risky elements before mandatory deadlines.
This quarter: Develop messaging that positions proactive changes as innovation leadership rather than reactive compliance. Test this messaging with current customers to ensure it builds confidence rather than raising concerns about your previous approach.
The companies that thrive through regulatory and cultural shifts are those that see change coming and get ahead of it strategically. General Mills and Kraft Heinz just showed exactly how it’s done.
Want to explore how regulatory trends might impact your product strategy? Reach out to my team of product strategy specialists at Graphos Product.