Kellogg's to scrap artificial flavours

Kellogg's will ban artificial flavours and colours from all of its cereals worldwide, including Special K and Frosted Flakes.

The US food multinational on Wednesday said it would transition to all-natural ingredients in its cereals and snack bars by 2018.

Consumers, and especially Americans, have shown a growing preference for foods with wholesome ingredients, the company said.

The news came the same day Hollywood actress Gwyneth Paltrow was in Washington campaigning against legislation that would prevent the labelling of genetically modified food in the United States.