The International Dairy Foods Association and major U.S. ice cream brands have pledged to remove artificial colors like Red 40 and Yellow 5 from real-milk ice cream by the end of 2027.

With its colorful mural and yellow-and-white striped awning on a North Center residential street, Bartleby’s Homemade Ice Cream is a “funky, friendly, community-centered space” serving classic hand-dipped cones, sundaes and shakes.

Companies were not named but International Dairy Foods Assn. says they represent ‘more than 90% of the ice cream’; Consumer Brands also works to end colors in school foods.

Major U.S. ice cream brands, covering over 90% of the market, agreed to eliminate artificial colors in response to Trump’s MAHA initiative, signaling a broader push for healthier food policies.

Secretary of Agriculture Brooke Rollins spoke about cooperation between the Department of Agriculture and Department of Health and Human Services to remove artificial colors from ice cream products.

The announcement to eliminate artificial dyes comes less than a week before the National Ice Cream Day on July 20.