The retailer is making an "industry-leading move" as one of the first national retailers to carry only cereals made without certified synthetic colors.
The change will go into effect starting in May, with all cereals sold in Target's stores and online will be made without certified synthetic colors by the end of the month.
Sylvester gave further insight into what shoppers can expect, noting, "Our new cereal assortment made without certified synthetic colors makes it easier for busy families to make choices they feel good about, and shows what it means to curate a great assortment and lead with merchandising authority."
The retailer says the results will be an aisle filled with cereals that continue to provide shoppers with a variety of flavors and options, keeping in mind various dietary needs and price points.
Related: Pepsi Says ‘Naked’ Versions of Frito-Lay Favorites Are in the Works
In July, the International Dairy Foods Association announced that dozens of U.S. ice cream companies had pledged to eliminate the use of the certified artificial colors Red 3, Red 40, Green 3, Blue 1, Blue 2, Yellow 5, and Yellow 6 from their ice cream and frozen dairy desserts by the end of 2027.
Similarly, Skittles' parent companyMars Inc. is working to remove color additives from its products, while a stripped-down version of Doritos and Cheetos has officially hit the market, with the Simply NKD line removing artificial additives while promising to maintain the same crunch as its original line.
Next, Doritos Launches New Line That Leans Into Big Health Trend
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