This move follows mounting public pressure that resulted in a ban on the dye Red 3, which has been linked to cancer risks in lab animals. Artificial dyes are common in such foods as cereals, candy and sports drinks. At Sensient Technologies, one of the world’s largest dyemakers, scientists are working hard to find natural alternatives.

Companies are making the switch to natural food dyes. But products like Trix are proof that customers can be fickle about artificial colors.