Target’s pledge to pull synthetic-dye cereals by the end of May marks a fast escalation in a broader push by retailers and food makers to revise ingredient lists for packaged foods. The Minneapolis-based discounter said Friday that it has been phasing out synthetic colors in cereals for several years and that most of its current cereal mix already meets its standard.
Target said 85% of its cereal sales already come from products made without synthetic dyes. The company said it has worked with national brands and its private brands to reformulate as needed, and that some cereals would receive updated formulations, including products made by General Mills.
Target said it will no longer carry brands that do not reformulate, though it did not name which brands it expects to change. General Mills has said it plans to remove artificial dyes from all of its U.S. cereals by the summer of 2026, according to Target’s comments.
Target also cited a different timeline from WK Kellogg. WK Kellogg has said it plans to remove artificial dyes from its cereals by the end of 2027, and the company makes cereals with artificial dyes now sold at Target, including Froot Loops, Apple Jacks and Squishmallows.
Target said it does not anticipate the change will cause it to halt sales of any of its products. A message seeking comment was left Friday with WK Kellogg, and Target said its private-label Good & Gather brand, introduced in 2019, is made without artificial flavors and sweeteners, synthetic colors, or high fructose corn syrup.
The retailer’s announcement comes as both consumers and the U.S. Food and Drug Administration have increased scrutiny of what goes into packaged foods. Target pointed to the FDA’s ban of Red 3, a petroleum-based dye, in January, and to FDA actions since then that include reviewing other petroleum-based dyes such as Red No. 40, Yellow No. 5 and 6 and Blue No. 1.
Target also referenced an FDA change this month that relaxes rules governing when food companies can claim their products have no artificial colors. Under that approach, the FDA said food labels may claim “no artificial colors” when products are free of petroleum-based dyes even if they contain dyes derived from natural sources such as plants.
Target said major competitors and other retailers have already made similar moves. Whole Foods has never allowed products with artificial colors since its founding in 1980, and Trader Joe’s also does not use synthetic colors in its products. Walmart, Target noted, said last year it plans to remove synthetic food dyes and 30 other ingredients from its store brands sold in the United States by January 2027.
Target also placed its comment in the context of wider industry commitments. In recent months, companies such as Kraft Heinz, Nestle and Conagra Brands have pledged to eliminate petroleum-based synthetic dyes in coming years.
“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, in a statement.