Major retailer Target announced Friday it will exclusively carry cereals free from certified synthetic dyes by May’s end, joining a growing movement among retailers to eliminate artificial colors from food products.
The Minneapolis-based chain has collaborated with both national cereal manufacturers and its own private-label suppliers to reformulate products as necessary. This new policy will affect all cereal products available in Target stores and through online ordering.
Several major food companies including PepsiCo, Campbell’s, and Conagra Brands made similar commitments last year to eliminate artificial dyes. These decisions came in response to the Trump administration’s “Make America Healthy Again” campaign and Health Secretary Robert F. Kennedy Jr.’s push against ultra-processed foods and chemical additives.
“We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” Cara Sylvester, Target’s chief merchandising officer, said in a statement.
Target indicated it will “continue evaluating opportunities where ingredient evolution aligns with guest expectations.”
This timeline places Target ahead of some cereal brands currently sold in its stores that have set longer deadlines for removing artificial colors. General Mills’ Lucky Charms, for example, won’t eliminate synthetic dyes until 2027.
Competing retail giant Walmart announced in October it would phase out synthetic dyes from its private-label food products by January 2027.
The announcement comes as Target works to recover from an extended period of declining sales under new CEO Michael Fiddelke’s leadership, which has included workforce reductions and management restructuring. The company is scheduled to release quarterly earnings results Tuesday.
Target confirmed earlier this month that it anticipates fourth-quarter 2025 sales and full-year adjusted earnings will meet previously announced projections.
Target’s stock price dropped approximately 2% Friday during broader market declines.
