The state of Texas has launched an official investigation into WK Kellogg, the well-known breakfast cereal manufacturer, over potential violations of state consumer protection laws. The inquiry focuses on whether the company’s advertising—labeling some of its cereals as “healthy”—may be deceptive, especially given the presence of controversial artificial ingredients in these products. The investigation was announced on Saturday by Texas Attorney General Ken Paxton, who emphasized the seriousness of the allegations.

Attorney General Paxton's office raised concerns about several popular cereals made by WK Kellogg, including Froot Loops, Apple Jacks, and Frosted Flakes. According to the state’s statement, these cereals contain petroleum-based synthetic food dyes, such as Red 40 and Yellow 5, which have been linked in scientific studies to a range of health issues. These include behavioral problems like hyperactivity in children, as well as broader health risks like obesity and metabolic disruption.

One of the critical points in the investigation is the inconsistency in WK Kellogg’s ingredient use across international markets. Paxton’s office pointed out that while the company has removed artificial food colorings from its cereal products in countries such as Canada and throughout Europe, it continues to use the same dyes in products sold in the United States. This discrepancy, according to state officials, raises questions about why safer alternatives are not being used in the U.S. market.

“In no world should foods that include these dyes be advertised as healthy,” Paxton said in a strongly worded statement. He accused the company of potentially misleading American consumers—especially parents—who may believe they are making health-conscious choices for their children by purchasing these cereals. The implication is that such advertising may not just be misleading, but unlawful under Texas law.

At this time, WK Kellogg has not issued a formal response to the investigation. Requests for comment from the company have gone unanswered, and it remains unclear whether they will modify their marketing practices or product formulations in response to the state’s concerns. Legal experts believe the company could face legal action or be required to change its labeling and advertising strategies, depending on the outcome of the probe.

The investigation reflects a broader trend of increasing scrutiny over food marketing and ingredient transparency. As consumers become more health-conscious and informed, food manufacturers are under growing pressure to justify their health claims and make product formulations consistent across global markets. Texas’ action could pave the way for further regulatory scrutiny at both state and federal levels, particularly if the findings reveal deceptive practices or consumer harm.