Target announced that it will remove synthetic colors from its cereals, a major win for the Make America Healthy Again (MAHA) initiative as the company implements its sweeping changes. The shift will take effect in May and is part of its “strategy to lead with merchandising authority and drive its next chapter of growth,” the company said. By the end of May, “100% of the cereal Target sells in stores and online will be made without certified synthetic colors.”
“We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” Cara Sylvester, Target executive vice president and chief merchandising officer, said in a statement. “Our new cereal assortment made without certified synthetic colors makes it easier for busy families to make choices they feel good about, and shows what it means to curate a great assortment and lead with merchandising authority.”
Target’s Good & Gather brand does not contain artificial flavors and sweeteners, synthetic colors, or high-fructose corn syrup across its dairy, produce, pastas, meats, and baby and toddler foods.
Walmart announced a similar pivot last year. Along with removing dyes from products, Walmart will also eliminate the use of 30 other ingredients, including some preservatives, artificial sweeteners, and fat substitutes. The shift affects products under the brands of Great Value, Marketside, Freshness Guaranteed, and Bettergoods.
The transition will occur over the coming months and will be fulfilled by January 2027 at the latest.
“Our customers have told us that they want products made with simpler, more familiar ingredients — and we’ve listened,” said Walmart President and CEO John Furner. “By eliminating synthetic dyes and other ingredients, we’re reinforcing our promise to deliver affordable food that families can feel good about.”
