Target is changing its cereal aisle in a major way, and it's all about prioritizing healthier options for shoppers.
The retailer is making an "industry-leading move" as one of the first national retailers to carry only cereals made without certified synthetic colors.
Target tapped into guest insights and sales-trend data to align with changing consumer demands and preferences, learning that there's a huge shift to foods without additives, particularly when it comes to options for children.
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.
"We know consumers are increasingly prioritizing healthier lifestyles, and we're moving quickly to evolve our offerings to meet their needs," said Cara Sylvester, executive vice president and chief merchandising officer, Target, in a press release for Parade.
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."
Per the press release, Target has worked with national brand and owned brand partners to reformulate products while "preserving the quality and value guests expect."
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.
The move comes as Target continues to invest in wellness, food innovation and product development, with the flagship owned brand, Good & Gather, established in 2019, already offering options formulated without artificial flavors, sweeteners, synthetic colors and high fructose corn syrup.
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The move also aligns with what we're seeing across much of the food industry.
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.
Among those was Brenham Creamery, which owns Blue Bell.
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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