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Target announced on Friday (February 27) that it will only sell cereals made without certified synthetic colors by the end of May, according to a report by Axios. This decision makes Target one of the first national retailers to implement such a change, aligning with growing consumer demands for healthier food options.
The move comes as part of a broader initiative to eliminate artificial dyes from foods, a trend spurred by the "Make America Healthy Again" movement and supported by Health Secretary Robert F. Kennedy Jr.'s efforts to reduce chemical additives. Target's chief merchandising officer, Cara Sylvester, stated, "We know consumers are increasingly prioritizing healthier lifestyles, and we're moving quickly to evolve our offerings to meet their needs."
Target has collaborated with both national and owned-brand partners to reformulate products where necessary, ensuring that the quality and value remain intact. By May's end, all cereals sold in Target stores and online will be free from certified synthetic colors, such as petroleum-based dyes like red 40 and yellow 5.
This change follows similar commitments from other retailers and food producers. For instance, Walmart plans to remove synthetic dyes from its U.S. private-label foods by January 2027. Meanwhile, General Mills aims to eliminate artificial colors from its U.S. cereals and foods served in schools by summer 2026.
While the Food and Drug Administration (FDA) has not mandated these changes, the agency recently announced guidelines allowing companies to label products as having "no artificial colors" if they are free from petroleum-based dyes. This shift reflects a growing recognition of consumer concerns about the potential health impacts of synthetic dyes, particularly regarding children's hyperactivity.
Target's decision is expected to influence the food industry significantly, as it signals a shift towards prioritizing consumer health over traditional manufacturing practices.