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Target drops synthetic dyes from cereals
US retail chain Target will stop selling breakfast cereals containing synthetic colours by the end of May, responding to growing consumer and regulatory pressure against ultra-processed foods.
Retailers and manufacturers react
Target's decision follows similar moves by other major retailers and food producers. Walmart announced last year it would eliminate synthetic dyes and other artificial ingredients from its private-label food products by January 2027.
Food manufacturers, including General Mills, Kraft Heinz, and Conagra Brands, have also pledged to phase out artificial dyes in the coming years. General Mills, maker of Cheerios and Lucky Charms, aims to remove certified synthetic colours from all US cereals by this summer.
WK Kellogg, producer of Froot Loops and Rice Krispies, has not responded to inquiries but previously stated plans to remove artificial dyes from its cereals by the end of 2027.
Political and consumer pressures drive change
US Health Secretary Robert F. Kennedy Jr. and his Make America Healthy Again initiative have targeted artificial dyes as part of a broader push against processed foods. Last April, Kennedy announced a ban on eight commonly used artificial food dyes in the US.
The movement has also urged companies to eliminate ingredients like corn syrup, seed oils, and other additives linked to health concerns. Coca-Cola, for example, agreed last summer to switch to real cane sugar in its US beverages.
Despite political divisions, concerns over ultra-processed foods have found bipartisan support. In December, San Francisco sued ten major food manufacturers, accusing them of knowingly selling products tied to rising rates of serious diseases.
Target's timeline outpaces competitors
Target's May deadline for removing synthetic colours from cereals positions the company ahead of rivals and some food manufacturers with multi-year phase-out plans. The retailer noted that cereals without synthetic dyes already account for 85% of its cereal sales but did not confirm whether brands would adjust formulas to comply with its policy.
"We know consumers are increasingly prioritizing healthier lifestyles, and we're moving quickly to evolve our offerings to meet their needs," said Cara Sylvester, Target's chief merchandising officer.
Broader industry shifts
Retailers and food producers are reevaluating product ingredients amid heightened scrutiny from shoppers. While political pressure has accelerated commitments, shifting consumer preferences remain a key driver of these changes.
