Target to Remove Synthetic Colours From Breakfast Cereals by Spring

By Blessing Nweke

Target has announced it will stop selling breakfast cereals made with synthetic colours by the end of May, becoming the latest major retailer to respond to growing backlash against ultra-processed foods.

The US retail giant said its decision reflects changing consumer preferences as shoppers increasingly scrutinise ingredient labels and prioritise healthier lifestyles. Cara Sylvester, the company’s chief merchandising officer, said Target is “moving quickly to evolve” its product range to meet demand for cleaner ingredients.

The move follows mounting pressure from policymakers, including US Health Secretary Robert F. Kennedy Jr., whose “Make America Healthy Again” campaign has pushed food companies to phase out artificial dyes and other controversial additives.

Other retailers have taken similar steps. Walmart previously announced plans to remove synthetic dyes and dozens of additional ingredients from its private-label food products by January 2027.

Food manufacturers are also adjusting. Packaged food giants such as General Mills, Kraft Heinz and Conagra Brands have pledged to eliminate artificial dyes from many products in the coming years. General Mills said cereals including Cheerios and Lucky Charms will remove certified synthetic colours from US varieties by this summer.

Target’s accelerated timeline places it ahead of some rivals and manufacturers’ multi-year reformulation plans. The company said cereals without synthetic dyes already represent roughly 85% of its cereal sales.

Meanwhile, WK Kellogg, known for brands such as Froot Loops and Rice Krispies, has previously stated it aims to remove artificial dyes by the end of 2027.

The policy shift comes amid broader regulatory momentum. Federal officials have proposed banning several widely used artificial dyes, while cities including San Francisco have launched legal action against food manufacturers over ultra-processed products linked to rising chronic disease rates.

Analysts say the trend signals a significant shift in how retailers and manufacturers approach ingredient transparency and public health concerns.