Target remove all breakfast cereals with divisive ingredient as they finally cave to Donald Trump
Shoppers scanning the cereal aisle at Target will soon notice a change: brightly colored breakfast bowls are about to look a little more natural.
The Minneapolis-based retailer said it will stop selling cereals containing synthetic colors by the end of May, marking a significant shift in its food policy.
Target noted that it has been phasing out artificial dyes in cereals for several years, and already about 85 percent of its cereal sales come from products made without synthetic colors.
The company said it has worked with both national brands and its own private labels to reformulate recipes where needed.
Some cereals - including Trix and Lucky Charms, made by General Mills - will feature updated formulations.
Target added that it will no longer carry brands that choose not to reformulate, although it did not specify which products could be affected.
Used in the American food supply for decades to give treats an appealing hue, in recent years concerns have been raised over the health effects of food dyes - including animal studies suggesting they can cause hyperactivity, cancer and other health problems.
Among the most scrutinized dyes in the food and beverage industry are Red 3, Red 40, Yellow 5, and Yellow 6.
Target has announced that it will stop selling cereals containing synthetic colors by the end of May, marking a significant shift in its food policy
European countries have already banned them or heavily restricted their use, requiring warning labels disclosing the health risks.
And after mounting pressure in the US to ban them, FDA Commissioner Dr Marty Makary announced last April that the agency will phase out the use of eight artificial food dyes in America’s food supply within the next two years.
Getting on top of this, General Mills announced last year that it plans to remove artificial dyes from all of its US cereals by the summer of 2026.
And recently, the company said 85 percent of its US retail portfolio - including brands such as Cheerios and Cascadian Farm - is already free of synthetic dyes, and it does not expect Target to halt sales of any of its products.
Meanwhile, WK Kellogg has said it aims to remove artificial dyes from its cereals by the end of 2027.
Kellogg makes several cereals containing synthetic colors that are currently sold at Target, including Froot Loops, Apple Jacks and Squishmallows.
Dr Darin Detwiler, a professor in regulatory compliance and corporate social responsibility, previously branded Kellogg's Froot Loops the worst breakfast cereal in the US - amid protests about the ingredients in the product.
He told the Daily Mail that the colorful rings are 'heavily processed and contain high levels of added sugars, artificial dyes, and preservatives, which are linked to health concerns.'
Target's move reflects growing scrutiny from both consumers and regulators over the ingredients used in packaged foods.
Kellogg makes several cereals containing synthetic colors that are currently sold at Target, including Froot Loops, Apple Jacks and Squishmallows
Target noted that it has been phasing out artificial dyes in cereals for several years, and already about 85 percent of its cereal sales come from products made without synthetic colors
Last January, the US Food and Drug Administration banned Red 3, a petroleum-based dye, just days before former President Joe Biden left office.
A few months later, under President Donald Trump, the agency urged food manufacturers to phase out petroleum-based artificial colors by the end of 2026.
It is also reviewing other dyes, including Red 40, Yellow 5 and 6, and Blue 1.
Earlier this month, the FDA said it was relaxing rules around 'no artificial colors' claims.
Food companies may now use that label if their products are free of petroleum-based dyes, even if they contain colorings derived from natural sources such as plants.
Target is not alone in taking action.
Whole Foods Market has prohibited artificial colors in products it sells since its founding in 1980, while Trader Joe's also avoids synthetic colors in its store-brand items.
Last year, Walmart said it would remove synthetic food dyes and 30 other ingredients - including certain preservatives, artificial sweeteners and fat substitutes - from its US store brands by January 2027.
General Mills announced last year that it plans to remove artificial dyes from all of its US cereals by the summer of 2026
Target's move reflects growing scrutiny from both consumers and regulators over the ingredients used in packaged foods
Target highlighted that its private-label Good & Gather brand, launched in 2019, is already made without artificial flavors, synthetic colors, artificial sweeteners or high-fructose corn syrup.
The line includes more than 2,500 products spanning dairy, produce, ready-made meals, meat, and baby and toddler food.
'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 executive vice president and chief merchandising officer, said in a statement.
In recent months, other major food manufacturers - including Kraft Heinz, Nestle and Conagra Brands - have also pledged to eliminate petroleum-based synthetic dyes from their products in the coming years.
