Target shoppers will soon start to notice a huge change in the grocery section, as the Minneapolis-based company announced Friday it will only carry cereals without synthetic colors moving forward.
According to the announcement, the change will take place this spring and summer.
“We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” Cara Sylvester, Target executive vice president and chief merchandising officer said in the announcement. “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 move makes Target one of the first national retailers to make the change, the announcement said. It comes as Target says customer and sales-trend data for the store shows a “long-term shift towards food without artificial additives.”
By the end of May, 100% of the cereal Target sells in stores and online will be made without “certified synthetic colors.”
“Target has worked closely with national brand and owned brand partners to reformulate products where needed while preserving the quality and value guests expect,” the announcement said. “The result is a cereal aisle that maintains strong variety across flavors, dietary needs and price points.”
The change follows similar moves from the brand itself as well as other similar retailers. In 2019, Target launched its flagship owned food and beverage brand Good & Gather, which has more than 2,500 products across the grocery and dairy aisle made without artificial flavors and sweeteners, synthetic colors or high-fructose corn syrup.
Last October, Walmart said it plans to remove synthetic food dyes and 30 other ingredients, including some preservatives, artificial sweeteners and fat substitutes, from its store brands sold in the United States by January 2027.
General Mills also announced last year that it plans to remove artificial dyes from all of its U.S. cereals and all foods served in K-12 schools by the summer of 2026. It is also looking to eliminate the dyes from its full U.S. retail portfolio by the end of 2027. And, major food companies such as Kraft Heinz, Nestle and Conagra Brands have pledged to eliminate petroleum-based synthetic dyes in coming years.
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