Target to Stop Selling Cereals with Synthetic Colors by May

Retailer aims to meet consumer demand for healthier food options.

Published on Feb. 27, 2026

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Target announced that it will stop selling its entire assortment of cereal with certified synthetic colors by the end of May 2026. The move is part of the retailer's efforts to evolve its product offerings to meet consumer demand for healthier lifestyles, as nearly 85% of its cereal sales already come from products made without certified synthetic dyes.

Why it matters

This decision by Target reflects a broader trend of American consumers and the U.S. government paying closer attention to the ingredients in packaged foods. Several major food companies have also pledged to eliminate synthetic dyes in the coming years, as concerns grow over the potential health impacts of these artificial additives.

The details

Target said it has been phasing out synthetic colors in cereals for several years, and it has worked with national brands and its private brands to reformulate products as needed. Some cereals will have updated formulations, while many others already meet the retailer's new cereal assortment standard for no certified synthetic colors.

  • Target will stop selling cereals with certified synthetic colors by the end of May 2026.
  • In 2019, Target launched its store label food brand Good & Gather, which is made without artificial flavors, sweeteners, synthetic colors or high fructose corn syrup.

The players

Target

A major American retail corporation that operates a chain of large discount department stores.

Cara Sylvester

Target's executive vice president and chief merchandising officer.

Donald Trump

The former President of the United States during the time period referenced in the article.

Robert F. Kennedy Jr.

The U.S. Health Secretary during the time period referenced in the article.

Marty Makary

The FDA Commissioner during the time period referenced in the article.

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What they’re saying

“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

What’s next

The U.S. Food and Drug Administration recently announced it was relaxing rules that restrict when food companies can claim their products have no artificial colors, which is expected to further encourage companies to switch to natural dyes.

The takeaway

Target's decision to eliminate synthetic colors from its cereal offerings is part of a broader industry shift toward healthier, more natural food products in response to growing consumer demand. This change highlights the increasing influence of consumer preferences on the packaged food landscape.