Target to remove synthetic colors from cereals by end of May (Feb 27)

Target announced on February 27, 2026, that it would sell only cereals made without certified synthetic colors by the end of May, becoming the latest retailer to tighten standards amid a growing consumer preference for healthier food options. The big-box retailer has worked closely with national and owned-brand partners to reformulate products where necessary, with the new standards applying to all cereals sold both in-store and online. Target's move comes as part of a broader industry shift toward cleaner ingredient labels, putting pressure on manufacturers to adapt their formulations to meet changing consumer expectations and regulatory environments. Packaged food makers such as PepsiCo, Campbell's, and Conagra Brands had announced last year that they would cut artificial dyes, responding to the Trump administration's 'Make America Healthy Again' initiative and Health Secretary Robert F. Kennedy Jr.'s crackdown on ultra-processed food and chemical additives. This regulatory and consumer pressure has accelerated the timeline for many companies to reformulate products without synthetic colors. 'We know consumers are increasingly prioritizing healthier lifestyles, and we're moving quickly to evolve our offerings to meet their needs,' Cara Sylvester, Target's chief merchandising officer, said in a statement. Target's decision puts it ahead of several brands on its shelves that have committed to phasing out artificial dyes on longer timelines. Among them is General Mills' Lucky Charms, with the company expected to eliminate artificial colors in U.S. cereals by the summer of 2026. Retail giant Walmart had previously announced it would remove synthetic dyes from its U.S. private-label foods by January 2027. Target, which has been facing a lengthy sales slump and attempting a turnaround under new CEO Michael Fiddelke that includes job cuts and leadership shake-ups, is set to report its quarterly results on Tuesday. The company reiterated earlier this month that it expects to report fourth-quarter 2025 sales and full-year adjusted profit in line with its prior forecast, despite shares being down about 2% amid broader market declines.