Target will remove cereals with synthetic colors by end of May

"Target said it had been phasing out synthetic colors in cereals for several years. Right now, 85% of its cereal sales already come from products made without synthetic dyes. Target said it has worked with national brands and its private brands to reformulate products as needed."

"Target's move acknowledges that American consumers and the U.S. government are paying closer attention to what goes into packaged foods. Last January, days before former President Joe Biden left office, the U.S. Food and Drug Administration banned Red 3, a petroleum-based dye."

"A few months later, the FDA under President Donald Trump urged food makers to phase out petroleum-based artificial colors by the end of 2026. The agency is reviewing some other petroleum-based dyes, including Red No. 40, Yellow No. 5 and 6 and Blue No. 1."

Target is completing its phase-out of synthetic colors in cereals by the end of May, with 85% of its cereal sales already coming from synthetic-color-free products. The retailer has collaborated with national and private brands to reformulate cereals as needed, including popular products like Trix and Lucky Charms from General Mills. Target will discontinue carrying brands that refuse to reformulate. General Mills committed to removing artificial dyes from all U.S. cereals by summer 2026, while WK Kellogg plans removal by end of 2027. This shift reflects growing consumer and government scrutiny of food ingredients, following the FDA's ban on Red 3 dye and its urging of manufacturers to phase out petroleum-based artificial colors by end of 2026.

Read at Fast Company