Target will stop selling cereals with synthetic colors by end of May

Target announced Friday it will stop selling cereals containing synthetic colors by the end of May, marking a significant shift in the retail giant’s food offerings amid growing consumer and regulatory concerns about artificial ingredients.

The Minneapolis-based retailer has been gradually phasing out synthetic colors in cereals for several years, with 85% of its cereal sales already coming from products made without synthetic dyes. The company has worked closely with both national brands and its private label products to reformulate recipes as needed.

Several popular cereals, including General Mills’ Trix and Lucky Charms, will feature updated formulations to comply with Target’s new standards. The retailer stated it will no longer carry brands that refuse to reformulate their products, though it did not specifically name which brands might be affected.

General Mills confirmed it remains on track with its previously announced commitment to remove artificial dyes from all U.S. cereals by summer 2026. The company noted that 85% of its U.S. retail portfolio, including Cheerios and Cascadian Farm, is already free of synthetic dyes. General Mills does not anticipate any of its products being removed from Target shelves.

Meanwhile, WK Kellogg has set a longer timeline, announcing plans to eliminate artificial dyes from its cereals by the end of 2027. Several Kellogg cereals currently sold at Target, including Froot Loops, Apple Jacks, and Squishmallows, still contain artificial dyes. The company did not immediately respond to requests for comment on Target’s announcement.

Target’s decision reflects broader industry shifts as American consumers and government regulators increasingly scrutinize food ingredients. In January, during the final days of the Biden administration, the U.S. Food and Drug Administration banned Red 3, a petroleum-based dye. A few months later, under President Trump, the FDA urged food manufacturers to phase out petroleum-based artificial colors by the end of 2026.

The FDA is currently reviewing other petroleum-based dyes, including Red No. 40, Yellow No. 5 and 6, and Blue No. 1. Earlier this month, the agency also relaxed labeling rules to allow food companies to claim products have “no artificial colors” when they are free of petroleum-based dyes but may still contain naturally derived colorings from sources like plants.

“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.

Target joins other major retailers in removing artificial ingredients from food products. Whole Foods has maintained a no-artificial-colors policy since its founding in 1980, and Trader Joe’s similarly avoids synthetic colors in its products. Last year, Walmart announced plans to eliminate synthetic food dyes and 30 other ingredients from its store brands by January 2027.

Target highlighted that its private label Good & Gather brand, launched in 2019, already meets these standards. The brand’s more than 2,500 products across dairy, produce, ready-made pastas, meat, and baby food are made without artificial flavors, sweeteners, synthetic colors, or high fructose corn syrup.

The move comes as other major food companies including Kraft Heinz, Nestle, and Conagra Brands have recently pledged to eliminate petroleum-based synthetic dyes in coming years, signaling an industry-wide shift toward more natural ingredients in response to changing consumer preferences and increasing regulatory scrutiny.