Target Corporation announced Friday it will eliminate all breakfast cereals containing certified synthetic colors from its store shelves by May’s end, responding to increasing consumer demand for healthier food choices.
The decision highlights growing awareness among American shoppers and government officials about ingredients in processed foods during the Trump administration era. The Minneapolis retailer has been gradually removing synthetic colors from cereals over recent years.
Currently, approximately 85% of Target’s cereal revenue comes from products manufactured without certified synthetic dyes. The Food and Drug Administration is examining several artificial colorings mentioned by Target, including Red No. 40, Yellow No. 5 and 6, and Blue No. 1.
The company collaborated with both national manufacturers and its own private label brands to reformulate products when necessary. While some cereals will feature new recipes, many already comply with Target’s updated standards prohibiting certified synthetic colors.
“We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” stated Cara Sylvester, Target’s executive vice president and chief merchandising officer.
This cereal reformulation expands upon Target’s 2019 introduction of its Good & Gather private label brand, which excludes artificial flavors, sweeteners, synthetic colors, and high fructose corn syrup. The brand now encompasses over 2,500 items spanning dairy, produce, prepared pasta dishes, meat, and baby food products.
Other major food manufacturers have made similar commitments recently. Companies including Kraft Heinz, Nestle, and Conagra Brands have promised to eliminate petroleum-derived synthetic dyes in upcoming years.
General Mills revealed plans last year to strip artificial dyes from all domestic cereals and school food products by summer 2026, with complete removal from its U.S. retail lineup targeted for late 2027.
Walmart announced in October its intention to remove synthetic food colorings and 30 additional ingredients, including certain preservatives, artificial sweeteners, and fat substitutes, from its store brands by January 2027.
