U.S. sales of the colorfully packaged morning staple have been in a decades-long decline, a trend back in the spotlight with news that Italian confectioner Ferrero Group plans to purchase the American company that makes Kellogg's Corn Flakes, Froot Loops, Rice Krispies and other familiar brands.

The transaction marks the end of Battle Creek's run as a quintessential company town in Michigan, where the name "Kellogg" graces almost everything.

With the FDA banning some artificial food dyes, Froot Loops could lose their rainbow. 🌈 We blind taste-tested the U.S. version against two dye-free formulas to find out — does color actually change the flavor?