Target has announced that it will stop carrying cereals with synthetic colors in response to growing consumer demand for natural ingredients.
The company's decision aligns with its standards set in 2019, when it launched its Good & Gather private brand, which does not include artificial flavors, sweeteners, synthetic colors, or high-fructose corn syrup.
According to Target, this move reflects its goal of creating a grocery experience that meets guest expectations, with a focus on intentional curation and differentiation.
Industry Trends
Other major retailers, including Walmart and Save A Lot, have also announced plans to remove artificial dyes and other ingredients from their store brands by 2027.
Major food makers, such as General Mills, WK Kellogg Co, and Nestlé, have also committed to removing artificial colors from their products.
Company Statement
Target 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's decision comes as the company struggles with weak financial performance, with comparable-store sales down 2.7% in the third quarter of 2025.
Regulatory Context
The Trump administration has pushed the food industry to stop using synthetic colors, and the FDA has approved new color additives made from natural sources.
However, in February, the FDA granted companies flexibility to claim that products do not contain artificial colors as long as they are not made with petroleum-based dyes.
