WATERTOWN, Wis. — In a move to prioritize health and wellness, Mullen’s Dairy Bar is revolutionizing the way Wisconsin enjoys ice cream by removing artificial dyes from its 50 flavors across its three locations in Watertown, Oconomowoc, and Delafield. This decision comes amid growing concerns about the potential health risks associated with artificial food dyes, which are found in thousands of products consumed by Americans daily.
The initiative was spearheaded by Tonya Morris, Mullen’s production manager and a mother of six. Morris, a former daycare director, was motivated by her desire to provide children with a healthier frozen treat. “I just knew that the dye was not good for us, and we shouldn’t have it in the ice cream. It should be healthy for us to eat so we can enjoy more of it,” Morris said.
Artificial dyes, such as Red 40, Yellow 5, and Blue 1, have been linked to health issues in children, including hyperactivity, according to several studies. These dyes are prevalent in a wide range of foods, including cereals, snacks, candies, and beverages. While the U.S. Food and Drug Administration (FDA) currently approves nine artificial food dyes, some countries have banned or require warning labels on products containing these additives due to their potential adverse effects.
Morris’s proposal to eliminate artificial dyes quickly gained the support of Matt Keepman, Mullen’s managing partner and a father of two. “We both are kind of on a similar health journey,” Keepman said. “We don’t actively feed these kinds of dyes to our children at home, so this felt like the right direction for our business.”
The FDA is currently considering a ban on Red No. 3, a food dye already restricted in cosmetics due to health concerns. Keepman emphasized that removing artificial dyes from Mullen’s ice cream does not compromise flavor, though the colors may appear more natural. “We didn’t feel we were doing anything other than the right thing. It doesn’t impact our business too much, and certainly doesn’t impact the taste of our ice cream,” he said.
The response from customers has been overwhelmingly positive, with Keepman noting an increase in sales since the change. Morris expressed pride in being part of the initiative, saying, “It makes me feel so good that I was a part of this. The worst side effect from our ice cream now is a brain freeze.”
As Mullen’s Dairy Bar sets a new standard for healthier indulgence, the move highlights a growing trend among consumers and businesses to prioritize natural ingredients and transparency in food production.
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