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 it will stop selling all of its cereal products containing certified synthetic colors by the end of May 2026. The move is part of the retailer's effort to phase out artificial ingredients and meet growing consumer demand for healthier food options. Target said nearly 85% of its cereal sales already come from products made without certified synthetic dyes.

Why it matters

The decision by Target underscores the increasing consumer focus on ingredient transparency and the use of artificial additives in packaged foods. It also reflects broader industry trends, with major food companies like Kraft Heinz, Nestle, and Conagra Brands also pledging to eliminate synthetic dyes in the coming years.

The details

Target said it has been working with national brands and its own private label brands to reformulate products and remove certified synthetic colors. Some cereals will have updated formulations, while many others already meet the retailer's new standard for no certified synthetic colors. The move builds on Target's 2019 launch of its 'Good & Gather' store brand, which is made without artificial flavors, sweeteners, colors or high fructose corn syrup.

  • Target will stop selling cereals with certified synthetic colors by the end of May 2026.
  • In 2019, Target launched its 'Good & Gather' store brand without artificial ingredients.

The players

Target

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

Cara Sylvester

Target's executive vice president and chief merchandising officer.

Donald Trump

The former president of the United States during whose administration the FDA announced changes to rules around synthetic food dyes.

Robert F. Kennedy Jr.

The U.S. Health Secretary who, along with the FDA Commissioner, said the FDA's move to relax rules on synthetic dyes would entice companies to switch to natural colors.

Marty Makary

The FDA Commissioner who, along with the Health Secretary, said the FDA's move to relax rules on synthetic dyes would entice companies to switch to natural colors.

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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 (wbal.com)

What’s next

The FDA's recent announcement relaxing rules around 'no artificial colors' claims is expected to further encourage food companies to transition to natural color alternatives.

The takeaway

Target's move to eliminate synthetic colors from its cereal lineup reflects growing consumer demand for transparency and healthier ingredients in packaged foods. This shift aligns with broader industry trends, as major food producers also work to remove artificial dyes and additives in the coming years.