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Diving overview:
- Target plans to sell only certified synthetic color-free cereals by the end of May, the retailer announced Friday.
- The company said it has worked where necessary with national brands and suppliers that make private label products to reformulate the cereals it carries.
- Target’s decision follows recent moves by other retailers and product manufacturers to remove artificial colors from food.
Dive Insights:
Target said it decided to remove synthetic colors from its cereal products in response to data showing consumers are increasingly preferring foods made without artificial ingredients, especially for products purchased for children.
The company also noted that its decision is consistent with the standards it established in 2019 with the launch of its flagship Good & Gather private brand. Products in the line do not contain artificial flavors, sweeteners, synthetic colors, and high fructose corn syrup.
Target added that its announcement reflects its goal to create “a grocery experience rooted in differentiation and intentional curation” for shoppers. The company said it will continue to look for opportunities “where the evolution of our ingredients aligns with customer expectations.”
Last October, Walmart said it would remove artificial dyes and dozens of other ingredients commonly found in ultra-processed foods from its store brands by January 2027. Discount grocery chain Save A Lot announced in January that it would remove seven artificial dyes from all private label products by the end of 2027.
Major food manufacturers including General Mills, WK Kellogg Co and Nestlé have also said they plan to remove artificial colors from their products.
Target’s move to remove synthetic colors from its cereal products comes as the company struggles with weak financial performance. The retailer’s comparable-store sales fell 2.7% in the third quarter of 2025, and overall sales were 1.5% below levels during the same period in 2024.
Target characterized its decision to remove grains containing artificial colors from its product line as part of its strategy to “drive the next chapter of growth with merchandising authority.”
“We know that consumers are increasingly prioritizing healthy lifestyles, and we are moving quickly to evolve our products to meet their needs,” Cara Sylvester, Target’s chief merchandising officer, said in a statement.
The Trump administration has urged the food industry to stop using synthetic colors and approved three new color additives made from natural sources last year. But in February, the U.S. Food and Drug Administration (FDA) gave companies flexibility to claim their products do not contain artificial colors as long as they do not use petroleum-based dyes.
