Summary: On Feb. 27, Target said it will only offer cereals made without certified synthetic colors by the end of May. The retailer said it collaborated with national and owned-brand partners to reformulate products where needed, and that the change applies to cereals sold in stores and online.
Target’s announcement represents a tightening of product standards at the big-box chain that affects both its own labels and national brands on its shelves. The company said the move follows close work with suppliers to remove certified synthetic dyes from cereal formulations where required. The retailer explicitly stated this policy will cover sales through its physical stores as well as its online channels.
Packaged food companies including PepsiCo, Campbell’s and Conagra Brands had announced in the prior year that they would reduce use of artificial dyes, according to the company statement. Those actions were described as responses to the Trump administration’s "Make America Healthy Again" initiative and to Health Secretary Robert F. Kennedy Jr.’s crackdown on ultra-processed food and chemical additives.
Target’s chief merchandising officer, Cara Sylvester, commented on the shift in assortment strategy, saying: "We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs."
The retailer’s timeline puts it ahead of several brands carried on its shelves that have adopted longer schedules to remove artificial colors. The company singled out General Mills’ Lucky Charms as an example, noting that brand is expected to eliminate artificial colors by 2027.
Other major retailers have set different timetables for dye removal. Walmart, for example, said in October of last year it would remove synthetic dyes from its U.S. private-label foods by January 2027.
The policy change arrives while Target navigates a prolonged sales slump and a broader corporate turnaround under new CEO Michael Fiddelke, a program that includes job cuts. Target is scheduled to report quarterly results on Tuesday, a near-term event that investors and analysts will watch for indicators of the company’s financial trajectory.
Key points
- Target will sell only cereals made without certified synthetic colors by the end of May, covering both in-store and online sales.
- The retailer worked with national and owned-brand partners to reformulate products where necessary.
- Target’s timeline is faster than some brands and other retailers, with examples including General Mills’ Lucky Charms and Walmart’s private-label timeline to 2027.
Risks and uncertainties
- Some brands on Target’s shelves have committed to longer phase-out timelines, creating potential inconsistency in product availability across brands.
- Target is operating amid a lengthy sales slump and a corporate turnaround that includes job cuts, which could affect execution or investor confidence around the initiative.
- Differing timelines among retailers and manufacturers for removing synthetic dyes may create competitive and supply-chain disparities in the packaged-foods sector.