Target to Remove Synthetic Colors from Cereals by Late Spring

Retailer aims to meet consumer demand for healthier 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 effort to phase out synthetic colors in its products and offer more natural and healthier options to consumers.

Why it matters

This decision by Target reflects the growing consumer demand for transparency and healthier ingredients in packaged foods. It also puts pressure on other major food companies to follow suit and eliminate the use of synthetic dyes, which have been linked to potential health concerns.

The details

Target said nearly 85% of its current cereal sales already come from products made without certified synthetic dyes. The retailer has worked with national brands and its private label brand Good & Gather to reformulate products as needed. Some cereals will have updated formulations, while many others already meet Target's new cereal assortment standard for no certified synthetic colors.

  • Target will stop selling cereals with synthetic colors by the end of May 2026.
  • In 2019, Target launched its store 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 and grocery stores.

Cara Sylvester

Target's executive vice president and chief merchandising officer.

Good & Gather

Target's store brand of food products made without artificial ingredients.

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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 (cbsnews.com)

What’s next

Target's move to remove synthetic colors from its cereal offerings is part of a broader industry trend, with other major food companies like Kraft Heinz, Nestle, Conagra Brands, and General Mills also pledging to eliminate synthetic dyes in the coming years.

The takeaway

Target's decision to phase out synthetic colors in its cereals reflects the growing consumer demand for more natural and healthier food options. This move puts pressure on the broader food industry to follow suit and provide consumers with greater transparency and better-for-you products.