Target announced it will eliminate certified synthetic colors from its entire cereal lineup by the end of May, making the Minneapolis-based retailer one of the first national chains to fully remove artificial dyes from its products.
The change applies to cereals sold both in stores and online and reflects a response to growing consumer demand for cleaner, family-friendly ingredients.
The retailer said the move addresses a long-term shift in shopping trends, with more families seeking products free from synthetic additives.
By late May, all cereals sold at Target will no longer contain dyes such as Red No. 40, Yellow No. 5 and 6, or Blue No. 1.
The company stressed that this decision aims to allow parents to make safer choices for children without reducing variety or taste options.
“We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” said Cara Sylvester, Target’s executive vice president and chief merchandising officer.
She added that the new cereal aisle is designed to give families confidence in their purchases while maintaining quality, variety, and value.
Target worked closely with national brands and private-label partners to reformulate products where necessary.
Officials emphasized that this change would not shrink selection, assuring customers that cereals across flavors, dietary needs, and price points will remain available.
The move builds on Target’s broader wellness strategy, which began in 2019 with the launch of the Good & Gather brand.
That line includes over 2,500 food and beverage items formulated without artificial flavors, synthetic colors, sweeteners, or high-fructose corn syrup.
The removal of synthetic colors from cereals is part of Target’s ongoing commitment to healthier, more transparent food offerings, FOX 9 reported.
Industry analysts note that Target’s decision mirrors a larger trend in the food sector, where companies face growing scrutiny over artificial ingredients.
The U.S. Food and Drug Administration is currently reviewing multiple color additives, and major food manufacturers have pledged to phase out petroleum-based dyes.
General Mills, for example, plans to remove synthetic colors from school foods by 2026 and its full U.S. retail portfolio by 2027, according to the Minnesota Star Tribune.
Target said the update also reflects changes in consumer behavior, as shoppers increasingly read ingredient labels and seek healthier options.
By fully removing artificial colors from cereals, the company aims to differentiate its grocery offerings and appeal to families prioritizing wellness.
Officials added that the retailer will continue reviewing opportunities to update ingredients across other categories, ensuring products meet customer expectations for transparency, quality, and affordability.
The cereal overhaul is a strategic move in Target’s broader plan to provide a curated, family-friendly shopping experience while responding to health-conscious consumer trends.
This initiative marks a milestone for Target, signaling its willingness to lead in retail food innovation and meet the evolving needs of modern families.
It also places the company alongside other major retailers and food manufacturers seeking to phase out synthetic additives in favor of cleaner, more natural options.
