Exclusive: Target to drop synthetic colors from all cereals
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Target said Friday it will become one of the first national retailers that only carries cereals made without certified synthetic colors. Photo: Gary Hershorn/Getty Images
Target will require every cereal it sells — including national brands — to be made without certified synthetic colors by the end of May, the company exclusively told Axios.
Why it matters: The shift puts Target among the first national retailers to remove the additives across an entire grocery category — compelling major cereal makers to reformulate if they want shelf space.
- Retailers rarely dictate ingredient standards to national brands, underscoring the leverage large chains hold over suppliers.
Driving the news: Friday's announcement comes as federal health officials intensify pressure on food manufacturers over artificial dyes.
- Target is acting sooner than many major food companies that have pledged multi-year timelines.
State of play: Food dyes have become a flashpoint in the fight over ultra-processed foods, particularly products marketed to children.
- The FDA has taken steps toward phasing out petroleum-based food dyes, approving natural alternatives as part of Health Secretary Robert F. Kennedy Jr.'s broader push.
What they're saying: "We know consumers are increasingly prioritizing healthier lifestyles, and we're moving quickly to evolve our offerings to meet their needs," said Cara Sylvester, the retailer's executive vice president and chief merchandising officer.
Zoom out: Major food companies including General Mills and Kraft Heinz have pledged to remove artificial colors from U.S. products by 2027, while the Trump administration has warned it may pursue regulations if companies fail to follow through.
- General Mills has said it plans to remove certified synthetic colors from all its U.S. cereals by summer 2026 with a full retail phaseout targeted by the end of 2027.
Reality check: The FDA's food industry tracker shows few companies have fully completed dye removal pledges and most are in multi-year phaseouts extending through 2027.
- Pledges marked as "complete" include new Cheetos and Doritos products, Sam's Club's Member's Mark brand food and beverage products and Tyson Foods.
The bottom line: The cereal aisle may be just one category — but it's an early test of whether retailers, not regulators, will drive the next phase of the food dye debate.
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