The difference in food colorings in cereal coming from different countries is mind blowing.

So a question for both of you combined. You've done the research into these different chemicals and you talked about dyes and make it more powerful, so more attractive to children. What are the other attributes? What else do they gain out of this? Better preservatives? Artificial food dyes are cheaper and they are brighter. Many of the things discussed today, I think there is a nuanced debate. But with artificial food dyes, they have shown all over the world that they can use colorants that come from fruit. This is the Canadian version. This is the brightness of the Canadian version, just for visibility. And this is the brightness of artificial food dyes. So of course, Kellogg and other food companies will argue, children prefer this over this, just as they would prefer cocaine over sugar. That doesn't make it okay.