The Kellogg Company said in its recent quarterly report that sales of its US Morning Foods segment posted a decline of 2.3 percent, though the company is optimistic about current trends in the cereal business.

The 109-year-old manufacturer of bands such as Frosted Flakes, Rice Krispies and Fruit Loops told Reuters Tuesday the company set a goal to eliminate artificial colors and flavors from its cereal and bars by the end of 2018.

 By taking this pledge, Kellogg becomes the latest company in a line of food manufacturers who have announced they will remove artificial colors and flavors from their products. In June, General Mills said the company plans to have 90 percent of its cereal portfolio free of artificial flavors and colors by the end of 2016. Other companies who have joined the party in recent months include Nestlé, Kraft and the Campbell’s Soup Company.