Target to Stop Selling Cereals with Synthetic Colors by May

Retailer phases out artificial dyes in cereals, responding to consumer demand for healthier options.

Published on Feb. 28, 2026

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Target announced it will stop selling cereals containing synthetic colors by the end of May 2026. The Minneapolis-based retailer has been working with national brands and its own private label to reformulate products and remove artificial dyes, with 85% of its current cereal sales already coming from dye-free products.

Why it matters

Target's move reflects growing consumer concerns over artificial ingredients in packaged foods, as well as recent regulatory actions by the FDA to restrict the use of petroleum-based food dyes. This shift aligns with a broader industry trend, as major food companies like General Mills, Kraft Heinz, and Nestle also work to eliminate synthetic colors from their products.

The details

Target said it has been phasing out synthetic colors in cereals for several years, and will no longer carry brands that don't reformulate their products. Some popular cereals like Trix and Lucky Charms, made by General Mills, will have updated formulations. Kellogg's cereals like Froot Loops and Apple Jacks that currently contain artificial dyes will also need to be reformulated or removed from Target's shelves.

  • Target announced the policy change on February 28, 2026.
  • The retailer will stop selling cereals with synthetic colors by the end of May 2026.

The players

Target

A major American retail corporation and one of the largest department store chains in the United States.

General Mills

An American multinational corporation that manufactures and markets branded consumer foods sold through retail stores.

Kellogg Company

An American multinational food manufacturing company that produces cereal and convenience foods, including brands like Froot Loops and Apple Jacks.

U.S. Food and Drug Administration (FDA)

The federal agency responsible for protecting public health by regulating the safety of food, drugs, and other products.

Cara Sylvester

Target's executive vice president and chief merchandising officer.

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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 (wpri.com)

What’s next

The FDA is currently reviewing the use of other petroleum-based artificial food dyes, including Red No. 40, Yellow No. 5 and 6, and Blue No. 1, which may lead to further restrictions or bans on these ingredients in the coming years.

The takeaway

Target's decision to eliminate synthetic colors from its cereal offerings reflects a broader industry shift towards cleaner, more natural ingredients in response to consumer demand. This move aligns with growing regulatory scrutiny of artificial food dyes and underscores the importance of transparency and healthier options in the packaged food market.