Target said it would sell only cereals made without certified synthetic colors by the end of May, becoming the latest retailer to tighten standards amid a crackdown on artificial dyes.
The big-box retailer said it has worked closely with national and owned-brand partners to reformulate products where needed, and the decision applies to cereals sold both in-store and online.
Packaged food makers such as PepsiCo, Campbell’s and Conagra Brands had announced last year that they would cut artificial dyes, responding to the Trump administration’s “Make America Healthy Again” initiative and Health Secretary Robert F. Kennedy Jr.’s crackdown on ultra-processed food and chemical additives.
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“We know consumers are increasingly prioritising 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 said it will “continue evaluating opportunities where ingredient evolution aligns with guest expectations.”
The company’s decision puts it ahead of several brands on its shelves that have committed to phasing out artificial dyes on longer timelines. Among them is General Mills’ Lucky Charms, with the company expected to eliminate artificial colors in US cereals by the summer of this year.
Retail giant Walmart said in October last year it would remove synthetic dyes from its US private-label foods by January 2027.
Target, which has been facing a lengthy sales slump and attempting a turnaround under new CEO Michael Fiddelke that includes job cuts and leadership shake-ups, is set to report its quarterly results on Tuesday.
Earlier this month, the company reiterated that it expects to report fourth-quarter 2025 sales and full-year adjusted profit in line with its prior forecast.
Shares of the company were down about 2 per cent amid broader market declines.