US EditionSAFETY ALERT: Target Will Stop Selling Cereals Containing Synthetic Colors by the End of May
Target will delist cereals with synthetic colors by May, with 85% of current cereal sales already free of these dyes, reflecting consumer demand for cleaner ingredients.
- On Friday, Feb. 27, Target announced it will sell only cereals made without certified synthetic colors by the end of May and drop brands that refuse to reformulate.
- According to Target, internal data showed shoppers increasingly favor foods without artificial ingredients, especially for children's products, aligning with Good & Gather private brand standards from 2019.
- Working with suppliers, Target has reformulated cereals like Trix and Lucky Charms, with 85% of sales already from products made without synthetic dyes.
- Framing the shift, Target said its merchandising strategy aims to lead with authority as comparable-store sales fell 2.7% in Q3 2025 and overall sales were 1.5% below 2024.
- Following regulatory shifts, the Food and Drug Administration's Feb. 5 news release broadened compliant dyes, while Walmart, Save A Lot, and General Mills announced plans to remove synthetic dyes, with the FDA initially seeking compliance by the end of 2026.
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Target to remove common ingredient from its shelves in historic move: 'Protecting us from dangerous chemicals'
Target's cereal aisle will come into compliance with new federal guidelines to eliminate artificial food dyes sooner than expected, Axios reported. On Friday, Target issued a news release announcing that it would be among the "first national retailers that only carries cereals made without certified synthetic colors" by the end of May. The company said its decision was based on internal sales data showing a steady shift in consumer behavior away…
Target will stop selling cereals containing synthetic dyes starting at the end of May.
Target says it will quickly remove synthetic colors from cereals
Share This StoryTarget on Feb. 27 announced it will quickly remove synthetic colors from the cereals it sells. Target said in a statement that it will only sell cereals without artificial coloring come May. The change will apply to cereals available in stores, and online. “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 v…
Target US latest retailer to destock cereals with artificial colours
Target said on Friday it would sell only cereals made without certified synthetic colours 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 …
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