A bright, water-soluble azo dye made from petroleum byproducts. It gives processed foods a vivid lemon-yellow at almost no cost.

Purely for appearance — to keep the cereal's colour uniform and "fun" on shelf, since natural colours fade during baking and storage.

Several regions require a warning that it "may have an adverse effect on activity and attention in children." Some people report sensitivity reactions.

A synthetic antioxidant added to fats and oils to stop them turning rancid, extending shelf life by months.

Keeps the toasted grains from developing off-flavours during long warehouse and shelf storage.

Flagged as a possible concern in some animal studies; many manufacturers have switched to vitamin E (tocopherols).

A dark brown colouring made by heating sugars with ammonium and sulphite compounds. Class IV is the most processed of four caramel types.

Adds a "toasted", wholesome brown tone so the cereal reads as cocoa-rich even when cocoa content is low.

The process can create trace 4-methylimidazole (4-MEI); intake limits exist in some states.

A petroleum-based red dye — the most widely used colour additive in the food supply.

Colours the pink pieces; cheaper and brighter than beet or fruit extracts.

Also carries the children's activity/attention warning in the EU. Frequently dropped in clean-label reformulations.

A cheap carbohydrate filler and texturizer with a glycemic index even higher than table sugar.

Bulks up the recipe, carries flavour and improves crunch and mouthfeel at very low cost.

Not harmful in small amounts, but it's a marker of ultra-processing and adds rapidly-absorbed carbs without nutrition.

Manufactured aroma chemicals designed to mimic cocoa and vanilla without using the real, costlier ingredients.

Delivers a consistent, intense taste in every box regardless of cocoa harvest or cost.

Generally considered safe, but the exact mixture is undisclosed — so it's impossible to know what's actually in it.