Willy Wonka and too colorful cereals

To all Tim Burton fans:
*sing* Willy Wonka, Willy Wonka, the amazing chocolatier - Willy Wonka, Willy Wonka, everybody give a cheer! *sing*
unfortunately I had no golden ticket in my Wonka bar :-(



How can cereals actually be that colorful???
Fortunately they don't taste the way they look....